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Small Business Saturday 2026: 10 posts to make (and when)

Updated October 2026 · by the Shop Small Social team

Small Business Saturday is Saturday, November 28, 2026. The free kits from the big card companies give you signs and window graphics. What they don't tell you is what to post and say in the week around it. Here's the exact 10-post plan we use for local shops.

The 10-post plan

1. Announce your plan (5 days before (Mon Nov 23))
   “Small Business Saturday is in 5 days — here's what we're doing.” Treats, a gift with purchase, the whole team in store. Put the date and time on screen.
2. Show the prep (Tue Nov 24)
   Boxes, bags, treats. People love seeing the effort behind a small shop.
3. Tell your story (Wed Nov 25)
   “I opened my shop in [Town] because…” Three sentences: why you started, what makes you different, thank you. Real voice beats a graphic.
4. Black Friday humor, not a sale video (Fri Nov 27)
   “Me pretending I'm not tired on Black Friday.” Sale videos flop; relatable moments get shared. Mention the deal in the caption.
5. The big day (Sat Nov 28 (morning))
   Close-up of a purchase, then “…every dollar you spend here today pays a real person in [Town].” Warm music.
6. 5+ stories (Sat Nov 28 (all day))
   Doors opening, the treat table, a happy customer (with permission), a restock, a closing thank-you.
7. Thank you, [Town] (Sun Nov 29)
   A team photo and a real thank-you. Gratitude posts get some of the best comments all year.
8. Cyber Monday (Mon Nov 30)
   Push your website or local pickup for anyone who missed Saturday.
9. Giving Tuesday (Tue Dec 1)
   Give a slice of today's sales to a local cause and tag them.
10. Keep the momentum (Wed Dec 2)
    A funny, relatable Reel (“hearing the same holiday song for the 400th time”) keeps new followers watching.

3 rules that make it work

• Story beats discount. Shoppers pick small businesses for the people. Show the owner and the team.
• Announce early. People plan their Saturday route on Wednesday or Thursday.
• Ask before you film customers. A quick “can we post this?” builds trust.

Get it as a printable playbook

The free playbook has these 10 posts in a one-week calendar plus 3 shot-by-shot Reel scripts. Enter your email below and it's yours.