Small Business Saturday has launched its first festive advert, celebrating the UK’s small business community as the national campaign calls on the public to support the country’s 5.7 million small businesses ahead of Small Business Saturday on 5 December.
The advert arrives as major brands unveil their Christmas campaigns, and puts the spotlight on what the campaign calls the Nation’s Favourite Businesses – small and independent businesses – and the role they play in everyday life and local communities.
Filmed at small businesses across the country, the advert follows a young shopper on a festive journey. It opens at Cream Dream, a Ukrainian cafe in Covent Garden run by Lisa Tataryna, before moving to Mud House, a community pottery studio in Brighton run by Rosalind Poerwantoro, where she buys a range of unique gifts.
She then visits hair salon Simon Webster Hair, run by Simon and Sophie Webster, where she meets a friend. The advert ends with the pair arriving for a festive meal at Shambles, an independent Italian restaurant in Teddington run by siblings Massimo and Margherita Langella, where they are welcomed by visually impaired pianist Maurice Press and exchange presents among friends.
The campaign is encouraging the public to make a conscious effort to support small businesses this festive season, whether by shopping locally, discovering small businesses online or choosing independent venues.
“The launch of our festive advert is reminder of how much small businesses contribute to our everyday lives. They sit at the heart of our communities, bringing our high streets to life, creating jobs and offering unique experiences.
Michelle Ovens CBE, Director, Small Business Saturday UK
“This Small Business Saturday, we’re urging the public to celebrate their favourite small businesses, discover new ones and show their support during one of the most important trading periods of the year.”
Now in its 14th year, Small Business Saturday is a grassroots, non-commercial campaign founded by American Express, which remains its principal supporter in the UK. The campaign engages millions of people and has generated billions of pounds in spending with small businesses across the UK on Small Business Saturday, with an impact that lasts all year round.
“As the founder and Principal Supporter of Small Business Saturday, American Express is proud to help shine a spotlight on the incredible independent businesses that make our high streets so special. This advert is a celebration of these businesses and those that run them, and a timely reminder of the difference we can all make by choosing to shop small.”
Dan Edelman, General Manager, UK Merchant Services, American Express
Small Business Saturday takes place on the first Saturday in December each year, as it has since the campaign launched in 2013, and falls on 5 December in 2026.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
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