From behind the Queen and Cotton Charlotte booth, employee Trent Thurston found encouragement amid the crowd. “To see all these people supporting small businesses versus shopping online or at big-box stores. It means a lot to people who are trying to start their own business,” he told Queen City News.

Brett Tempest of Gather Ye Honey was also pleased by the community support. “I think the response from the customers that came out, it’s been really strong today,” he said. “I think that it shows that Charlotte is a city that cares about small businesses, too.”

For Melted Moods owner Bria Smith, whose self-care company offers items from relaxation candles to loungewear, 2024 marks the second year of participating in “Shop Small Saturday.” Last year, she earned over $1,000 from customer purchases during the event.

According to the U.S. Chamber of Commerce, 33.2 million small businesses operate in the United States, accounting for approximately 99% of all businesses and about 44% of the country’s economy. Commerce staff say that when shoppers have the choice, many will choose to support their local small businesses versus big retailers.