While Southern Wisconsinites were shoveling driveways, small shop owners had another concerns on their minds: The major snowstorm stifling Dane County’s Small Business Saturday on Nov. 29, resulting in a ‘v2’ redo event scheduled for Dec. 9.
Small Business Saturday typically falls on the Saturday after Thanksgiving and is dedicated to consumer engagement at small and local businesses across the country.
Small Business Saturday v2 is not a rescheduling or postponement, Colin Murray, owner of local Middleton shop Kylee’s Gift Cottage, said in a press release. “We are simply offering an additional opportunity for shoppers to support local businesses,” he said.
American Express created Small Business Saturday in 2010 to drive consumer spending at small businesses. Since its founding, customers across the United States have spent a total of over $210 billion at small businesses on this day.
American Express Small Shop Map allows an individual to see what small businesses are near them. As of 2025, small businesses comprised 99.4% of Wisconsin businesses, according to the U.S. Small Business Administration, a Small Business Saturday cosponsor.
Wisconsin Gov. Tony Evers released a press release on Dec. 1 encouraging residents to participate in “Shop Small Wisconsin,” a period of time stretching from Small Business Saturday until the end of December.
“From retail and art to restaurants and coffee shops, small businesses are the hearts of our main streets, supporting Wisconsin families, creating community spaces and bringing unique products and services to every corner of our state,” Evers said.
Dollars spent at local businesses recirculate through economies two to four times more than at chains or national retailers.
Murray told the Cardinal his shop receives 35% of total revenue between November and December. “A snowstorm hurts businesses like us,” he said. “Local businesses still rely heavily on holiday support.”
It would take more than a snowstorm to halt local celebrations. Retailers are already preparing festive displays and promotions for the December repeat. Monroe Street in particular is having a Holiday Glow promotion for Small Business Saturday v2 featuring new activities, including caroling and a Santa sighting for Madisonians.
“Many of our businesses closed early or didn’t open at all last Saturday, which was a great disappointment,” Carol Schroeder with the Monroe Street Merchants Association said. “But we hope that people will come out to shop small during Holiday Glow this weekend.”
Small Business Saturday v2 is a way of turning a setback into something positive, Murray said. “We hope shoppers will join us next weekend to show their support and enjoy discovering all the amazing local businesses Dane County has to offer,” he said.
