Black Friday may be over, but the great deals are continuing on Small Business Saturday. "CBS Saturday Morning" explores how you can save money while supporting small brands.

Small Business Saturday is being promoted as an opportunity for consumers to support local retailers, with an estimated 67 million Americans expected to shop at small businesses during the holiday weekend. Experts note that spending at small businesses keeps more money within local communities and provides unique, meaningful gifts.

Despite challenges such as tariffs and rising expenses, small businesses are focusing on personalized experiences, bundled deals, and superior customer service to attract shoppers. Consumers are encouraged to prioritize local shops at both the beginning and end of their holiday shopping, and to look for in-store discounts and use online directories or social media to discover new small businesses.

Making the most of Small Business Saturday

We begin this hour with the holiday shopping rush. Black Friday is in the bag, but the deals are not over. Today is Small Business Saturday, a day when we're reminded to skip the big box stores in favor of local shops and to celebrate our communities. The National Retail Federation finds, out of nearly 187 million Americans spending cash now through Cyber Monday, 67 million will shop at small businesses. Angelique Rewers, the CEO and founder of Bold House, a business consulting and mentoring firm, is here with us now. And how you can score some deals and also do some good. Good to see you. It's great to be here. Thanks for having me. All right, so what should people keep in mind when they're thinking about exactly what we just said? Doing some good, but also getting some good deals. It is. So small business owners are really the fabric of our local communities. They're what give us character, but they also are the economic engine of our local communities. When we spend $100 with a small business, about 68 of those dollars stays right in the local community compared with just $14 out of every 100 that you spend with one of those big box stores. And so that means a lot for these small business owners. And this is their time of year to make it or break it. About 35% of their revenue comes in right now between Thanksgiving and New Year's. Some people may think these small businesses, they can't afford to offer crazy discounts like the big box stores. Is that a misnomer? It's, I don't know if it's a misnomer. There's certainly a power that the big brands have in being able to score those brands. What you find with the small business owners is often more unique gifts and more meaningful gifts. And we've really have seen a shift over the last 10 years when people are buying for the holidays. It's not just about spending now. We have purpose with our money. We have purpose in those gifts that we're giving. And when you're buying from a purpose-driven small business owner, the gift often means a lot more. I wonder though, if it's been a difficult year for some of those small business owners with these tariffs that have gone into place. We've done several interviews where we've spoken to some of those businesses and they say it's very hard to pass on savings when they themselves are getting crushed by the tariffs. Absolutely, about 75% of small business owners this year have been negatively impacted, not just by the tariffs, but all of us have seen the cost of living expenses go up and every small business has expenses from their workforce, business insurance, their marketing expenses. All of that has gone up for them as well. How you see them competing now is less with that big, huge discount and more with unique offerings, bundled deals, better customer service and a better experience overall. You know, the economy has been a little bit of a mixed bag. We have relatively low unemployment. Wages aren't necessarily keeping pace as much with inflation, but what in all are small businesses expecting this season? So they're expecting it to be slightly up. We saw that yesterday with Black Friday, we were up about 9%. We're looking for that this year as well. Foot traffic will probably be pretty flat this year, but if we get out there this weekend and help these small business owners have a strong holiday season, that can make a huge difference. One of the things we love to say is shop local first, shop local last. So if you have a big holiday shopping list this season, put that small business on your list first, buy what you can there, hit the other retailers as you need to, and then close off with buying from small business again. That bookend approach will make sure that that good intention doesn't get lost in busyness this holiday season. Is there a way for a shopper to find deals that they might find in a big box store and then go to that small business owner and say, look, I've got this deal from another competitor of yours, but that's a big box retailer, can you match? Yes, they absolutely do that. And a great way to find these small businesses, American Express has a directory online of where you can find local small businesses in your backyard. You can look for hashtags like shop small business, small business Saturday, shop local. So look for those hashtags. Instagram is the number one place that folks discover new small businesses. That is true. I have discovered. Yeah, it's a big place to go and to look for those. They often will do price matching, but you will also find discounts physically in the store that you don't find online. It might be a smaller drop. So it's not something that you're gonna find on e-commerce and you're gonna find those discounts. You're gonna find those deals if you're physically in the store, which by the way is really great for small business. About 80% of our impulse buys happen when we are physically in a store and we discover something we weren't even looking for. Angelique, you're speaking my language. Always good to have you. Thank you. Thank you. Thanks for having me. Appreciate you.

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