Small Business Saturday is on 5 December: a four-week marketing plan

What Small Business Saturday is

Small Business Saturday UK celebrates the UK’s 5.7 million small businesses and encourages people to support them, particularly by spending and shopping small. It takes place on the first Saturday in December, which this year is 5 December 2026 (Business Money).

The campaign is open to all kinds of small businesses, from local shops to online businesses, business services and small manufacturers, and offers a marketing pack with logos, social media assets and campaign materials on its website. It is also highlighting the Nation’s Favourite Businesses in the run-up to the day.

Research from last year’s campaign found that 58% of UK consumers have a favourite small business and 84% believe it is important to support small firms (Business Money).

Week 1 (from 9 November): decide what you want from the day

• Pick one goal: new customers, repeat visits, enquiries or sign-ups.
• Choose one offer or story to lead with, such as a new service, a local partnership or a behind-the-scenes look.
• Download the official marketing pack and check which assets suit your channels.

Week 2 (from 16 November): get the basics right

• Check your website, opening hours and contact details are correct everywhere customers look.
• Write the key messages once, then adapt them for email, social media and in-store or on-site.
• Line up any partners, such as nearby businesses or suppliers, who could share your posts.

Week 3 (from 23 November): start talking about it

• Tell existing customers first. They are the most likely to share and come back.
• Schedule a handful of posts rather than trying to post every day.
• Plan how you will capture enquiries or sales on the day, so nothing is missed.

Week 4 (from 30 November): the week itself

• Send a short reminder to customers a few days before 5 December.
• On the day, share what is happening in real time and thank people who visit or buy.
• Afterwards, note what worked so the plan is easier next year.

If you need a second pair of hands

A plan only helps if someone has time to run it. Marketing Support Partners works with agencies and businesses remotely. A half-day strategy session with a marketing strategy consultant (from £350) can help you set priorities for December and beyond, and flexible marketing support can start with a single week.