CAMPAIGNERS CALL ON NATION TO SUPPORT SMALL BUSINESS SATURDAY
- Public urged to support and spend with small businesses on 6 Dec and beyond
- Research reveals nation’s top ten favourite small firms – cafes, restaurants & takeaways, bakeries, bars & pubs, hair salons top list
- £5.3 billion of festive spend could flow to small biz this year – delivering a critical boost
5 DECEMBER 2025: The nation is being urged to support and spend with small businesses this weekend on Small Business Saturday (6 December) – as small firms gear up for one of the most crucial weekends of the peak festive season.
This comes as the Small Business Saturday UK campaign reports encouraging signs that UK Christmas spending with small businesses could rise by 19% this year – to £5.3 billion – potentially delivering a critical boost.1
Further research from the campaign and its principal supporter American Express found the UK’s love for small firms is riding high with four in five Brits (84%) believing it is important to support small firms, 95% thinking they add value to local communities and over half (58%) having a favourite small business. 2
The nation’s favourite businesses
Independent food and drink businesses particularly lead the way with cafés and coffee shops, restaurants and takeaways, bakeries, and bars and pubs topping the UK’s list of favourite small businesses:
- Cafés and coffee shops – 32%
- Independent restaurants and takeaways – 21%
- Bakeries – 19%
- Bars and pubs – 16%
- Hairdressers and barbers – 15%
- Convenience stores – 13%
- Bookshops – 10%
- Garden centres – 10%
- Gift shops – 9%
- Garages and mechanics – 9%
Christmas spending set to rise
In signs of an improved economic outlook, Small Business Saturday’s data analysis found the nation could spend over £23 billion across the festive season – a 16% nominal rise on last year’s predictions. Over a quarter (28%) of Brits also expect to spend more on Christmas this year.
On average Brits plan to spend one fifth (22%) of their seasonal spending with small businesses, representing £5.3 billion in potential gains for firms to tap into. This will be welcomed by the UK’s 5.6 million small businesses, many of which face ongoing challenges from rising costs and rely on ‘peak’ seasonal trade to sustain them throughout the year. 1
Calling on the nation
Ahead of the weekend campaigners are calling on the nation to support and spend with their favourite small businesses on Small Business Saturday (6 December) and beyond.
“Small businesses are the nation’s favourites businesses and they are essential to both their communities and the whole UK economy,” said Michelle Ovens CBE, Director, Small Business Saturday UK.
“This Small Business Saturday we would love to see everyone go out and support their favourite independents, whether on the high streets or online, and show entrepreneurs the public is backing them all the way.”
Taking place on 6 December this year, Small Business Saturday is a grassroots, not-for-profit campaign, which encourages the public to support and spend with small businesses.
Blair McDougall, Minister for Small Business, said: “Small businesses are key to our growth mission – creating jobs, strengthening our communities – which is why I am so pleased to be celebrating their incredible contribution this Small Business Saturday.
“This Government is backing SMEs with our landmark Plan for Small Business, and I urge the public to do the same by visiting their favourite local shops this weekend.”
Dan Edelman, General Manager, UK Merchant Services, American Express said: “Behind every small business is a person — a dreamer, a doer, and someone devoted to serving their community. This research shows how much the public values these individuals and Amex is proud to back them as principal supporter of Small Business Saturday.”
Small Business Saturday was originally founded by American Express in the U.S. in 2010. American Express remains the principal supporter of the campaign in the UK. Over the time it has been running in the UK, the campaign has seen a growth in public support for small businesses with billions of pounds spent with small firms on Small Business Saturday.
Last year over 10 million Brits shopped small on Small Business Saturday, according to American Express, with a collective £634m spent on the day itself in-store and online in 2024, and average spend per person on the day rising to a level not seen since 2020.
On Small Business Saturday customers across the UK go out and support all types of small businesses, online, in offices and in stores; from independent shops and restaurants to small service and b2b based businesses like accountants, plumbers and digital marketeers. Many small businesses take part in the day by hosting events and offering promotions and collaborating with other local businesses.
“It’s incredibly encouraging to hear that coffee shops are one of the nation’s favourite types of businesses,” said Kristian Cuffin owner of Cuffed-in Coffeewhich has three sites in Anglesey, North Wales.
“We’re constantly blown away by the loyalty, warmth and support of our customers – they’re the reason we can do what we do. Small Business Saturday is a brilliant reminder of how important independent businesses are to local communities, and we’re really looking forward to celebrating with our customers on the day.”
As well as encouraging the public to shop small, organisers are also urging people to support their favourite small businesses in other ways, whether it be leaving positive reviews or spreading the word amongst friends and family.
“It’s incredibly uplifting – but not a surprise – to see research confirming that our sector remains one of the nation’s favourites,” said Jo Bevilacqua owner of Serenity Loves hair salon in Peterborough.
“As a family run, independent salon with a large team, we rely on the special relationships we build with our clients, and their ongoing support allows us to continue doing what we love – pamper our clients, and nurture the next generation. Small Business Saturday is always a highlight in the calendar for us. It is an important reminder of the positive impact small businesses have on the community, and we’re proud to be part of such a valued industry.”
To learn more about Small Business Saturday visit – https://smallbusinesssaturdayuk.com
Sources
- Small Business Saturday UK. (2025). Campaign overview and festive spending statistics. https://smallbusinesssaturdayuk.com
- OnePoll Survey. (November 2025). Survey of 2,000 UK adults on attitudes to small businesses and planned festive spending.
- American Express. (2025). Support of Small Business Saturday UK and principal sponsorship statements.
