The City of Austin is encouraging residents to shop local as part of Small Business Saturday, taking place November 29. The annual event highlights the role of small businesses in strengthening the local economy and supporting the community.

According to the U.S. Census, more than 42,000 small businesses operate in the Austin area. Anthony Segura, Interim Director of Austin Economic Development, noted that choosing to shop locally is an investment in the people and creativity that make Austin unique.

Austin’s economic and cultural districts feature a wide range of locally owned shops, restaurants, and services. The city’s Small Business Division provides resources such as business coaching and educational classes to help entrepreneurs succeed.

Small Business Saturday was founded in 2010 by American Express® and has been co-sponsored by the U.S. Small Business Administration since 2011. The event takes place annually after Black Friday and is recognized nationwide as the start of the holiday shopping season for many local businesses.

Residents are encouraged to share their experiences on social media using #ShopSmall and #SmallBizSat. More information and promotional materials are available at ShopSmall.com..