With the holiday shopping season now in full swing, this weekend brings one of the most important days of the year for locally owned shops and restaurants. Small Business Saturday returns on November 29, offering a timely reminder of how much of Folsom’s character, economy, and community identity is shaped by the small businesses that line its commercial districts—from Historic Folsom and the Palladio to neighborhood shopping centers across the city.
Celebrated each year on the Saturday after Thanksgiving, Small Business Saturday was created in 2010 by American Express during the recession as a way to help independent merchants compete with big-box retailers and the growing dominance of online holiday shopping. Now co-sponsored by the U.S. Small Business Administration, the day has grown into a nationwide movement encouraging consumers to shop small and shop local. For cities like Folsom, where family-owned shops, boutiques, restaurants, craft makers, salons, tech startups, and service providers form the backbone of the local economy, its impact is especially meaningful.
The value of supporting small businesses extends far beyond the holiday season. According to national economic studies, an estimated 68 cents of every dollar spent at a small, locally owned business stays within the community. Those dollars help strengthen Folsom’s economy by supporting local jobs, schools, parks, public services, youth programs, and the civic amenities that make the city a vibrant place to live and work. Small businesses also employ nearly half of America’s workforce, making this annual shopping day a direct investment in both local livelihoods and regional economic stability.
From a shopper’s perspective, small businesses offer something that can’t be replicated by large chains or online marketplaces: unique products, artisan goods, handmade items, personalized service, specialty foods, and the one-of-a-kind charm that comes from owners who know their customers by name. In places like Historic Folsom, shoppers can turn Small Business Saturday into a full day of local dining, browsing, exploring, and enjoying the seasonal atmosphere while supporting merchants who pour their creativity and passion into every sale.
Residents looking to participate this year can begin by planning holiday shopping lists around local retailers and restaurants. The American Express Shop Small Map offers a nationwide directory of independent businesses, making it easy to find participating shops across the region. Shoppers are also encouraged to share their experiences on social media and highlight their favorite local stores using the hashtags #ShopSmall and #SmallBusinessSaturday to help spread the word.
Local business owners can get involved by offering holiday promotions, hosting in-store experiences like live music or product demonstrations, or partnering with neighboring merchants to create joint events that draw larger crowds. Many organizations—including American Express and the U.S. Chamber of Commerce—also offer free marketing materials to help businesses prepare for the day. Ensuring their business is properly listed on the Shop Small Map can also help increase visibility.
Whether shopping or dining, browsing or gifting, Small Business Saturday offers an opportunity for Folsom residents to directly support the independent businesses that help define the community’s spirit. Every purchase—large or small—helps strengthen the local economy and ensures that these businesses continue to thrive throughout the holiday season and into the new year.
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