Small Business Saturday is almost here, and while it’s often framed around consumer choices—where to shop, what to buy, how to “spend locally”—there’s another layer to this day that matters just as much for those of us building businesses:
How we support each other as business owners.
Most small business owners I know are running their companies with heart, grit, limited time, and often limited resources. We invest deeply in our work, serve clients, build relationships, create content, and keep showing up—even when marketing algorithms shift, attention feels scarce, and the pressure to “do more” is constant.
Revenue matters, of course. But community, visibility, referrals, and encouragement matter too—and they’re often the things that keep us going long enough to earn the revenue.
That’s why support can mean showing up for one another in meaningful ways that take only a few seconds and doesn’t require pulling out a credit card.
Here are six ways small business owners can support each other without spending money—and why they matter:
1. Share Each Other’s Posts
A share introduces someone’s work to a new audience they may never have reached otherwise. One share can lead to a new subscriber, a new follower, or a future client.
Visibility compounds.
2. Like and Engage With Content
We all know this one: algorithms don’t reward good work; they reward interaction. A simple like, save, or comment helps more people see the content.
If we want our work to be visible, we need to help each other stay visible.
3. Tag Someone Who Might Benefit
Warm introductions matter more than broad reach. When you tag someone you know personally, it creates built-in trust that an ad can’t replicate.
Referrals aren’t always formal. Sometimes they’re two words in a comment.
4. Leave Encouraging Comments
We’re not just content creators—we’re people. Encouragement helps us stay consistent, especially when results feel slow or discouraging.
Sometimes a thoughtful comment is the difference between continuing to show up or quietly stepping back.
5. Share Photos or Stories of Others’ Work
Social proof is powerful marketing fuel. Showing that you’ve used, benefited from, or simply appreciate someone’s work reinforces trust and credibility.
People believe what other people endorse.
6. Leave a Positive Review or Testimonial
Reviews influence conversions long after they’re written. Whether it’s on Google, Facebook, Yelp, or a testimonial for someone’s website, reviews build authority.
Trust is currency in small business.
Supporting small business isn’t just something we ask consumers to do—it’s something we can do for each other, consistently, all year long.
One share. One comment. One review. One introduction.
These small actions compound into growth, community, sustainability, and resilience—not just for others, but for all of us.
We rise by lifting each other.