From innovation to job creation, the impact of small businesses on the U.S. economy and their communities is undeniable.

And how better to celebrate their effect on local economies by showing support this Small Business Saturday®. The annual holiday shopping event occurs the Saturday after Thanksgiving Day to encourage consumers to shop locally within their communities.

Last year, U.S. consumers spent an estimated nearly $20 billion shopping in their local communities, up from $19.6 billion compared to 2019. Launched by American Express in 2010 to boost small businesses recovering from the recession, the event has grown significantly, amassing more than $120 billion in sales for local retailers and restaurants.

Backed by a Senate resolution that passed in 2011, Small Business Saturday is a time when consumers show their support for entrepreneurs and small business owners in their communities by shopping “local.”

But if you are a small business owner, how can you celebrate yourself? Here are 4 things you can do to join the fun - and benefit your company on Small Business Saturday.

Raise Brand Awareness. Whether it's via a special promotion or revving up your social media presence, take advantage of Small Business Saturday to raise brand awareness for your company.

Use hashtags such as #SmallBusinessSaturday and #ShopSmall in your posts so that you may join social media conversations. Hashtags also allow your business to be more visible and easily discovered.

Additionally, it's an opportunity for you to share insights and experiences that other entrepreneurs may find relevant to their own business. In turn

"Start by sharing similar content used in your email series on social media, " according to a blog post on Constant Contact, an email marketing platform. "Use the content and offer you've added to your email campaign to promote the idea of shopping small."

"Create a series of three social posts, just like you did with your email series; an announcement, reminder, and last-chance reminder to keep the buzz going."

Share Your Story. Take this opportunity to share your expertise and personal story to inspire other entrepreneurs and small business owners.

"You started your business for a reason — probably the same reason that motivates you to get out of bed in the morning, roll up your sleeves, and get the job done," writes Miranda Paquet in a blog for Constant Contact.

"Don't keep your story a secret! Use your unique point of view as a way to stand out from the competition and get closer to your customers," she advises.

It may be how you solved a specific challenge as a business owner, why you started your business, or the philosophy behind running your company.

You could round up a couple of your staff members who are keen on public speaking to represent your business in an "About Us" video, she says. The benefits are two-fold - increasing brand awareness and engagement around your staff.

Run a Special Promotion. Come up with a Small Business Saturday promotion that has the potential to boost your holiday sales.

It could be a store-wide sale or a promotion on a specific item or service purchased during the week leading up to Small Business Saturday. Or you could offer customers a coupon for supporting your social media page or signing up to get emails.

"Start thinking about your audience and what would appeal to them. What is your store known for? Has anything worked particularly well in the past?" according to the Constant Contact post.

Partner with Another Small Business. Joining forces with another small business could strengthen your impact and give you a chance to reach a larger audience.

Paquet suggests collaborating with a business whose target audience is the same as yours. An example is partnering with a business that complements your products and services.

Consider how you could "celebrate" together to draw current customers and attract new customers to your businesses.

"For example, a jewelry store could increase its exposure by setting up a display at a local spa and providing 10 percent off coupons to all spa customers," Paquet writes in the Constant Contact post.