Subject
title
Proclamation Declaring November 28, 2026, as Small Business Saturday in Rockville, Maryland
end
Department
City Clerk/Director of Council Operations Office
Recommendation
Staff recommend the Mayor and Council read, approve, and present the proclamation.
Discussion
Small Business Saturday was launched by American Express in 2010. This is recognized each year on the Saturday after Thanksgiving.
The most significant reason for consumers’ awareness to shop and dine at small, independently owned businesses on a special day is to support their communities.
This year, the City of Rockville is recognizing Small Business Saturday on November 28, 2026, and encourages residents to support small businesses across the City of Rockville.
Key Statistics
• 2024 Consumer Spending: $22 billion spent at small businesses.
• 2025 Consumer Spending: $18 billion spent.
• Cumulative Impact Since 2010: $223 billion in total reported consumer spending.
• Participation: 113.1 million participants in 2023; 116 million in 2024.
• 2023 Economic Impact: $51.2 billion total effect, including $12.3 billion in local tax revenue and 2.1 million temporary jobs created.
• In-Store Behavior (2023): 110 million in-person shoppers; average visit lasted 42 minutes.
Small Business Insights
• Owner Sentiment (2024): 84% of small business owners say the event is more critical than ever for their business.
• Community Importance (2025):
• 95% say community support is essential to survival.
• 93% say they can rely on community backing.
• Revenue Expectations: Over half of small-business owners expect Small Business Saturday to generate up to 15% of their annual revenue.
Consumer Behavior Trends
• Likelihood to Shop Small: 85% of consumers plan to support small businesses during the holiday season; 88% of Millennials and Gen Z.
Social Media Influence:
• 81% of Millennials and Gen Z discovered a new small business via social media in the last year.
• 75% of consumers say community recommendations influence where they shop.
Mayor and Council History
The Mayor and Council proclaim this proclamation annually.