How to shop Small Business Saturday 2025, where to find deals

• Small Business Saturday encourages shoppers to support local and up-and-coming retailers.
• Deals are available across various categories, including beauty, fashion, and home goods.
• Many small businesses also operate storefronts on Amazon, providing another way to shop.

This Small Business Saturday, take a stroll (read: browse) off the beaten path and consider shopping from more local retailers.

I personally love shopping local during the holiday season—not only because I get introduced to a bevy of unique products, but also because I get the opportunity to support smaller artisans and business owners across categories like beauty, fashion and home.

Today, November 29, many small businesses across the country are offering special sales to encourage customers to shop local and support their community and thriving brands. Ahead, I rounded up the best Small Business Saturday deals for 2025 from up-and-coming labels—including storefronts from small brands you can support on Amazon. Read on to shop my favorites:

Small Business Saturday online shopping recommendations

Beauty brands

• Alleyoop: Made to go with you, Alleyoop offers travel-friendly makeup solutions that'll streamline your beauty routine for good. Enjoy 30% off sitewide this weekend.
• Wildfleur: This beauty brand is transforming the skincare landscape, with products that infuse bioactives from flowers to enhance more traditional ingredients—like vitamin C.
• Touchland: Take 30% off Touchland's most famous sensorial products, including hand sanitizers and misting sprays.

Jones Road Miracle Balm

Jones Road is offering sitewide deals of 25% off, including discounts on best-sellers and under-the-radar beauty buys alike. Save 10% at Jones Road

Wildfleur Marigold Brightening Serum

This label gives a whole new meaning to "natural" beauty, with infused bioactives that create one-of-a-kind skincare solutions. Save at Wildfleur

Thrive Causemetics Brilliant Eye Brightener

Conceal pesky eye bags (and late nights) with these brightening eyeshadow sticks from Thrive Causemetics—one of today's most beloved small beauty brands. Save 20% at Thrive Causemetics

Fashion brands

• HeyDude: Casual comfort is the name of the game at HeyDude, a specialty shoe brand known for its slip-on styles. Find your new favorite pair and save 25% off almost everything.
• Catbird: The jewelry brand beloved by New Yorkers, Catbird is Brooklyn-born and a trusted haven for sourcing delicate, ethically-made pieces for all styles and budgets.
• Cuyana: Love minimalist fashion? Don't miss out on the timeless, leather bags from Cuyana—which have been donned by A-list celebrities like Meghan Markle, Reese Witherspoon and more.

Softies DreamPlush Double Zip Jacket

Ring in cozy season with a plush jacket that's equal parts stylish and functional; plus, it's 50% off for a very limited time. Save 50% at Softies

Nisolo Go-To Lug Chelsea Boot 2.0

Rain or shine, you can step outside your home in comfort and style with these made-to-last Nisolo boots. Save up to 75% at Nisolo

Modern Picnic Large Luncher

Is it a chic handbag? A hefty lunch tote? This everyday accessory is a little bit of both; score it on sale at Modern Picnic this weekend. Save 40% at Modern Picnic

Home brands

• Thermoworks: A leader in professional-grade meat thermometers, Thermoworks is home to tons of cool kitchen gadgets. Shop best-sellers on sale, plus get 15% off sitewide.
• The Citizenry: This thoughtful home decor brand doubles as a one-stop shop for consumers to discover handcrafted furniture and decor from artisans around the world. Take 25% off sitewide.
• Otherland: Explore unique fragrances and scents via Otherland's expansive candle inventory, and save 20% on single wick scented candles—only for a limited time.

Rough Linen Small Linen Napkin

'Tis the hosting season! Get ready for your next soiree or dinner and stock up on these high-quality linen napkins. Save 40% at Rough Linen

Maison Flaneur Hand Painted Tea Kettle

Infuse a more thoughtful touch into your home with this hand-painted tea kettle that's one of many unique home finds from Maison Flaneur. Save 20% at Maison Flaneur

Lola Blankets Antique Ivory Throw

Snuggle up with the celeb-loved blanket that's taken the internet (and world) by storm. It's perfect for cozy season and available in a variety of colors. Save at Lola Blankets

Can you support small businesses on Amazon?

Absolutely—many small businesses have storefronts on Amazon, where shoppers can browse products from a variety of different retailers. This Small Business Saturday, see which Amazon storefronts our editors are eyeing products from:

• Tipsy Elves: This Shark Tank winner offers wildly imaginative and festive holiday apparel, from ugly Christmas sweaters to matching family pajamas, designed to help you stand out at any party and create memorable photos. Even better, they're on sale up to 47% off for Cyber Monday!
• Nopalera: This Latina-owned brand offers lifestyle products and fragrances that are designed to transport and transform—from beauty bags to bath treats.
• Fly by Jing: Inspired by the flavors of Chengdu, China, this premium food company is a haven for discovering one-of-a-kind pantry staples, including Sichuan-style condiments and noodles.
• The Woobles: Designed with all age and experience levels in mind, The Woobles is a beginner-friendly crochet brand that's home to hundreds of adorable crochet kits, patterns and DIY projects.
• Chillhouse: With Chillhouse, you can achieve a salon-like manicure at home, while choosing from a wide variety of reusable, press-on nail kits.

Tipsy Elves Apparel

Shop trendy, ugly holiday sweaters to funky matching pajamas. Save up to 47% at Amazon

Illiyoon Ceramide Ato Concentrate Cream

I use this K-Beauty cream every single night before bed; it's a savior product for those struggling with dry skin woes. Save 40% at Amazon

Baleaf Fleece Lined Leggings

Perfect for brisk winter temperature, these flattering leggings boast a fleece lining for extra warmth. Save 30% at Amazon

Babish Round Enamel Cast Iron Dutch Oven

Cook up your favorite stews, soups and roasts in this cast iron Dutch oven that rivals options from other high-end brands with its durable design. Save 15% at Amazon

When is Small Business Saturday 2025?

Small Business Saturday always falls on the first Saturday after Thanksgiving; this year, it lands on Saturday, November 29.

How did Small Business Saturday start?

Small Business Saturday was established by American Express in 2010 and plays a crucial role in promoting the shopping season for small, thriving businesses. As consumers eagerly anticipate holiday deals and promotions, such as those seen on Black Friday 2025, Small Business Saturday offers a unique opportunity to highlight local community-driven shops.

Paste BN Shopping will be covering all the best Black Friday and Cyber Monday deals, so be sure tosign up for text alerts,check us out on Flipboard,follow us on TikTok,sign up for our newsletter andfollow us on Instagram to stay updated!