Small Business Saturday is the one day of the year when the whole country is actively looking for small businesses to support. People want to shop local, share their favourites and tag the businesses they love. If your social media is ready, it's one of the easiest days of the year to win new customers.
Here are 25 Small Business Saturday post ideas to make the most of it, whether you run a shop, a salon, a trade business or an online brand, plus example captions and the hashtags to use.
When is Small Business Saturday?
Small Business Saturday UK takes place on the first Saturday in December. In 2026 it falls on Saturday 5 December, and in 2027 it's Saturday 4 December. The organisers offer a free marketing pack with logos and social media graphics, so grab it before you start planning.
- Free to take part
- Open to every small business
- No need to register
Why it's worth posting about
It lands right between Black Friday and Christmas, when people are already in buying mode but tired of big-brand discounting. Small Business Saturday gives them a reason to choose you instead. Even if you're not running an offer, it's a natural moment to remind people who you are, what you do and why buying from a small business matters.
The campaign is open to every kind of small business, from local shops and cafes to online sellers, service providers and small manufacturers. It's also in our free UK social media calendar for 2027, alongside 200+ other dates worth planning for.
Post ideas for the week before
Use the run-up to get Small Business Saturday on your followers' radar.
Announce you're taking part
A simple "We're supporting Small Business Saturday on 5 December" post with the official logo puts it in people's diaries.
Tease your offer
If you're running a discount, freebie or gift with purchase, hint at it a few days early without giving everything away.
Introduce the team
People buy from people. A photo of you and your team with a line about who does what is one of the strongest posts you can share all year.
Share your story
How did the business start? What made you go it alone? Founder stories get more engagement than almost anything else small businesses post.
Show behind the scenes
Packing orders, prepping the shop, loading the van. Everyday moments show the work that goes into a small business.
Post a gift guide
Pull together your best gift ideas at different price points. Perfect timing for Christmas shoppers.
Give opening hours and details
If you're a physical business, make sure people know when you're open, where to park and whether anything special is happening on the day.
Update your Google Business Profile
Add a post there too, as it shows up when people search for local businesses. Here's why posting on your Google Business Profile matters.
Post ideas for the day itself
A "we're open" post first thing
Short, bright and clear. Tell people you're ready and what's waiting for them.
Go live or post Stories through the day
Show the shop floor, a busy morning or a product being made. Stories feel immediate, which suits a one-day event.
Thank your regulars
A simple thank you to the customers who've supported you all year goes a long way.
Share a customer review
Turn a favourite Google review into a graphic. Social proof works especially well on a day about trust and community.
Shout out other local businesses
Tag the cafe next door, your supplier or a business you love. They'll often return the favour, and it puts you in front of their followers.
Run a flash offer
A time-limited code or "first 20 customers" offer creates urgency on the day.
Spotlight a best seller
What do people come back for? Make it the star of one post.
Show something being made
Short videos of hands-on work, whether that's a product or a job in progress, perform well on Instagram Reels and TikTok.
Run a giveaway
Ask people to follow, like and tag a friend. Keep the rules simple and check each platform's competition rules first. Our guide to running a Facebook competition walks through it.
Post ideas for service businesses and online brands
Not everyone has a shop. Trades, professional services and online businesses can still get involved.
Offer a voucher or booking slot
Plumbers, salons, accountants and personal trainers can all offer a gift voucher or a discount on bookings made that day.
Explain why choosing small matters
Talk about what working with you is like: you answer the phone, you remember names and you care about every job.
Highlight your local suppliers
If you buy from other small businesses, celebrate them. It shows your values and supports the whole community.
Share a quick tip
Give away a bit of expertise related to your trade. It builds trust and keeps you in mind for when people need you.
Post ideas for after the day
Say thank you
A thank you post the following day, ideally with a photo from the day, rounds things off nicely.
Share the highlights
A short reel or carousel of the best moments shows how much support you had and gives anyone who missed it a reason to visit next time.
Repost customer content
If customers tagged you, share their posts and Stories with permission. It's free, authentic content.
Ask for reviews
People are at their most positive straight after a good experience, so ask while it's fresh. Here's how to encourage more reviews.
Example Small Business Saturday captions
Copy these, swap in your own details and you're good to go.
Small Business Saturday is coming on 5 December, and we're getting ready 🎉
Every purchase from a small business supports a real person, a real family and a real local team.
We'll be sharing something special on the day, so keep an eye on our page.
Pop it in your diary and come and see us.
Happy Small Business Saturday! 🛍️
Our doors are open until 5pm, and the kettle is on.
Every order today goes straight back into our small team and our local community.
Come and say hello, or shop online at the link in our bio.
Thank you to everyone who came in, ordered online or shared our posts yesterday ❤️
Small Business Saturday was our busiest day of the year, and it means the world to us.
If you visited, we'd love a quick review. It really helps other people find us.
Small Business Saturday hashtags
Stick to the main campaign hashtags and add a local one for extra reach.
- #SmallBusinessSaturday
- #SmallBizSatUK
- #ShopLocal
- #SupportSmallBusiness
- #ShopSmall
- #ShopLocal + your town
Tips to get more from it
Plan ahead
Write and schedule your posts at least a week before, so the day itself is about serving customers rather than writing captions.
Don't clash with Black Friday
Black Friday is about discounts. Small Business Saturday is about people, so lead with your story. Doing both? See our Black Friday post ideas.
Use the official logo
It instantly tells people what you're taking part in. You'll find it in the free marketing pack.
Keep your call to action clear
Visit, book, order or share. Pick one per post. Here's how to choose the right call to action.
Small Business Saturday FAQs
Does it cost anything to take part?
No. Small Business Saturday UK is free, and you don't need to register to post about it.
Do I need to offer a discount?
No. Plenty of businesses take part without an offer. Sharing your story, thanking customers and showing what makes you different all work well.
Can online businesses take part?
Yes. The campaign supports online sellers as well as high street shops and service businesses.
How early should I start posting?
Start about a week before the day, post a few times on the day itself, and follow up with a thank you afterwards.
Can 99social create my Small Business Saturday posts?
Yes. 99social plans, designs, writes and schedules content for UK small businesses from £99+VAT a month, with key dates like this built in. See our social media management for small businesses.
