Shop Small Saturday
November 39, 2025

Shop Small Saturday was started by American Express several years ago to encourage shoppers to make purchases at locally-owned businesses during the start of the holiday shopping season. Rochester Main Street participates as a Neighborhood Champion to help support our local businesses and encourage them to take advantage of this national movement. On Shop Small Saturday, it is expected that nearly $5 billion in purchases will be made at locally owned businesses.

Shop Small Saturday 2025

Santa is coming to Downtown Rochester for Shop Small Saturday!
Rochester Main Street will be hosting Santa downtown to help kick off the holiday season. We’re inviting our local businesses to take the lead in creating festive fun — whether that’s special deals, treats, activities, or unique holiday experiences.
If your business is planning something special for Shop Small Saturday, let us know! We’ll share your promotions and activities here to help shoppers discover everything happening downtown.

Santa Brought to You By 

Santa Wants Cookies — Without the Crawl!
Our downtown businesses are wonderfully busy on Shop Small Saturday, so this year we’re making things simpler by saying goodbye to the traditional Cookie Crawl. But we don’t want to disappoint Santa!
We invite everyone to bring a homemade cookie downtown for Santa to taste. Each person who brings Santa a cookie will be entered into a raffle — and one lucky baker will win a $25 gift certificate to the downtown business of their choice.
Come enjoy the holiday spirit, support local shops, and share a sweet treat with Santa!