The National Federation of Independent Business (NFIB), Wisconsin’s leading small business advocacy organization, encourages shoppers to support small businesses on Saturday, November 29, 2025.

“From the craft cheese shops to the independent bookstores, Wisconsin’s unique flavor comes from its small businesses,” said NFIB Wisconsin State Director Luke Bacher. “Let’s support Main Street businesses this Small Business Saturday and show our appreciation for their local quality and community investment.”

According to October’s NFIB Small Business Optimism report, a net negative 13% of all small business owners (seasonally adjusted) reported higher nominal sales in the past three months, down 6 points from September. Small Business Saturday presents an opportunity to boost sales and the overall economy.

“This holiday season, instead of shopping online with the big-box stores, give your local small business a look,” said Bacher. “Shopping your local Main Street businesses is important to both support a healthy local economy and help your neighbors.”

Small Business Saturday began in 2010 to help local shops and restaurants bring in more customers after the Great Recession. Last year, shoppers spent an estimated $22 billion at locally owned businesses nationwide. Every purchase made on November 29th sends a powerful, localized investment directly into the heart of our communities.