Independent retailers could be set for a £5.3billion boost from festive consumer spend this year – up +19% year-on-year – as more shoppers opt to support smaller brands, says the latest data from the Small Business Saturday campaign.

In total, across the entire festive season, UK consumers are expected to splash out an anticipated £23billion, according to its data – equating to £824 on average per household and a +8% rise versus 2024.

It estimates that over a fifth (22%) of this seasonal spending could go to small businesses this year, providing valuable support to independent retailers and local economies.

Supporting SMEs to compete with deep discounting events

“This bigger seasonal spending pot offers an incredible opportunity to boost the UK’s amazing businesses,” says Michelle Ovens CBE, Director of Small Business Saturday UK.

“Public support can make all the difference – especially with Black Friday and Cyber Monday on the horizon, as small firms can really struggle to keep up with deep discounting events,” she added.

Now, 84% of UK shoppers think it is important to support small businesses, with 95% believing they add value to local economies. This comes as the number of SMEs rose to 5.6million for the first time since 2020, after a series of falls since the pandemic.

Shopping small to supercharge the economy

“It is vital the nation gets behind our favourite small businesses so we can unleash their power in supercharging the economy next year and delivering immeasurable wider value across society and local communities,” said Ovens.

Small Business Saturday, which takes place on 06 Dec 2025, calls for shoppers to support SMEs and spend with them across the crucial Peak Trading season, which is essential for sustaining many independent retailers throughout the year.

Backed by American Express, which founded the campaign in the U.S. in 2010, Small Business Saturday has continued to garner public support in the UK. Last year, over 10million Brits ‘shopped small’ on Small Business Saturday, with a collective £634m spent on the day itself in-store and online in 2024.

“It’s positive to see the attraction of spending with small businesses remains strong, especially with the festive season fast approaching,” Dan Edelman, GM of UK Merchant Services at American Express, commented, adding the campaign remains “vital” in “encouraging the nation to shop small, whatever their budget.”