Small Business Saturday keeps drawing crowds

Shoppers on Small Business Saturday, in millions

Small Business Saturday shopper turnout, 2024 and 2025 In-store shoppers, 2025: 62.7 million; In-store shoppers, 2024: 61.1 million; Online shoppers, 2025: 63 million; Online shoppers, 2024: 53.9 million. In-store shoppers, 2025 · 62.7 million In-store shoppers, 2025 62.7 million In-store shoppers, 2024 · 61.1 million In-store shoppers, 2024 61.1 million Online shoppers, 2025 · 63 million Online shoppers, 2025 63 million Online shoppers, 2024 · 53.9 million Online shoppers, 2024 53.9 million

Source: National Retail Federation, December 2, 2025