TRENTON, NJ (Nov. 25, 2025) – The National Federation of Independent Business (NFIB), New Jersey’s leading small business advocacy organization, encourages shoppers to support local small businesses this Small Business Saturday and throughout the holiday season. Small Business Saturday will take place on Saturday, November 29th, the Saturday after Thanksgiving.

“Small Business Saturday is an opportunity to support New Jersey’s small business community and strengthen our state’s economy,” said NFIB State Director Eileen Kean. “While the holiday season is always a good time to support Main Street, small businesses in every sector need support year-round, not just local retailers. By shopping small, shoppers are keeping their money in their community and contributing to a multiplier effect that boosts local economies. We encourage all shoppers to remember their favorite small businesses this holiday season and to shop small on Small Business Saturday.”

“Even in the best of years, small businesses operate on the thinnest of profit margins,” continued Kean, “so a boost in sales from the holiday season is a big help when it comes time to deciding whether to stay in business for 2026. Also playing a big part in that decision are the state and federal taxes and regulations businesses must abide by.”

Kean believes 2026 will start out a more auspicious year for small businesses thanks to Congress and the president making the 20% Small Business Deduction in the tax code permanent, instead of letting it expire at the end of the year.

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. Sixty-seven cents of every dollar spent at a small business stays in the community, and another 50 cents is generated when owners and employees spend money at other nearby businesses.

As reported in NFIB’s October Small Business Economic Trends report, a net negative 13% of all small business owners (seasonally adjusted) reported higher nominal sales in the past three months, down six points from September.

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For over 80 years, NFIB has been advocating on behalf of America’s small and independent business owners, both in Washington, D.C., and in all 50 state capitals. NFIB is nonprofit, nonpartisan, and member-driven. Since our founding in 1943, NFIB has been exclusively dedicated to small and independent businesses, and remains so today. For more information, please visit nfib.com.