This weekend, once the turkey and pumpkin pie has been eaten, millions of shoppers will hit the stores looking for bargains that will make the perfect gifts. The big box stores might still dominate Black Friday, but on Saturday, you have a chance to show your support for the local spots and make this holiday shopping season a success for your community.
Since its founding in 2010, consumers have spent an estimated $201 billion at small businesses on Small Business Saturday, and per the Small Business Index, 8 in 10 small businesses say the holiday season is important for their overall profit.
Shopping small supports your local community. It helps build the local economy. It encourages innovation and reduces environmental impact. Shopping small could even assist with creating new jobs.
According to the U.S. Small Business Administration’s 2025 Small Business Profile for West Virginia, around 118,000 small businesses provide jobs for nearly half the West Virginia workforce. Every dollar spent at a local small business goes towards securing financial futures and providing employment for 256,281 West Virginians.
“I have been involved in the Shop Small campaign for 15 years,” says Sharon Stratton, a business coach with the West Virginia Small Business Development Center (WV SBDC) and Shop Small Neighborhood Champion. “It’s rewarding to help business owners with marketing materials and ideas. The gift shop owners, retailers, and small manufacturers especially appreciate the assistance.”
WVSBDC’s mission is to support entrepreneurs and small business owners in every stage of the business lifecycle. This nationally recognized holiday is one way for the WVSBDC and consumers alike to show their support for these one of a kind brick-and-mortar businesses. Keeping your money in your community helps support entrepreneurship, innovation, and infrastructure. Local businesses are also more likely to donate to nonprofits and organizations within their communities than national chains.
Here are some easy ways to shop local in your area this year and make it count.
- Stop in at your nearest gift shop to buy handmade ornaments and baubles, unique art and artisan goods to brighten up your holiday decor.
- Buy tasty food products from the farmer’s and specialty markets down the road to send West Virginia transplants flavors from home.
- Shop at the local bookstore and buy that recent bestseller or a book on local ghost stories. Many bookstores also have toys and games for kids, too.
- Swing by to pick up that West Virginia themed t-shirt that your friend liked on Instagram.
- While you’re shopping at your local business hub, take a break at the locally owned cafe to grab a cup of coffee and fresh baked goods.
- Some enjoy experiences over trinkets. Pick up gift cards and gift certificates from local restaurants, performing arts centers and other attractions offering activities and experiences.
- Don’t forget to check local online storefronts and social media pages for end of the year deals.
From the tip of the Northern Panhandle to the Southern Coalfields; from Berkeley Springs to Moundsville; from the Greenbrier Valley to the Ohio River, West Virginia small businesses have so much to offer! Choose to shop local this holiday season.
Champion the Small Business Saturday cause on social media, too! Share and like posts from your favorite small businesses, tag friends in post comments or leave an online review. You can find us at @WVSBDC on Facebook, X and LinkedIn.
About the West Virginia Small Business Development Center
The WV SBDC, an accredited partner program with the U.S. Small Business Administration, a division of the West Virginia Division of Economic Development, helps small businesses at all stages of development by connecting owners to programs, resources, and coaches.
The West Virginia Small Business Development Center names Dawn Nolan as new Network Communicator
WV SBDC business coaches have professional certifications ranging from Certified Business Advisor® (CBA), Entrepreneurship Development Professional (EDP), MBAs, design thinking, AI, cybersecurity, and exporting, along with experience in technology, innovation, manufacturing, finance, management, HR and marketing.
This program is supported by federal funding. Full disclosures available at wvsbdc.com/fundingdisclosure.
For more information about the WV SBDC and its services, visit wvsbdc.com.