Governor Hochul urges New Yorkers to support small businesses and strengthen local communities throughout the holiday shopping season

New York – As the holiday shopping rush begins sweeping across New York State, Governor Kathy Hochul is calling on residents to make a conscious choice—one that could reshape local economies long after seasonal lights are taken down. With Small Business Saturday approaching on November 29, the Governor is using the moment to champion neighborhood retailers, family-owned restaurants, independent service providers, and hometown makers who form the economic backbone of communities from Long Island to the Southern Tier.

Her message is simple but direct: support the people who keep New York’s Main Streets alive. The Governor emphasized that every purchase at a locally owned business reaches far beyond the checkout counter. It circulates through neighborhoods, lifts job opportunities, nurtures entrepreneurial dreams, and helps maintain the character of villages, towns, and cities that depend on small enterprises to thrive.

“Every time we choose a local shop, restaurant, or service provider, we’re investing in our neighbors and our neighborhoods,” Governor Hochul said. “As the daughter of a small business owner, I know the long hours, hard work, and heart that go into running a family business. Small Business Saturday is a reminder that our local enterprises aren’t just places to shop, they’re engines of opportunity and cornerstones of community. This holiday season, I encourage New Yorkers to shop small and help keep our main streets thriving.”

Her appeal arrives at a time when many small businesses are still recovering from economic pressures sparked by the pandemic, inflation, supply-chain challenges, and shifting consumer habits. While national retailers often dominate attention this time of year, Hochul’s emphasis on “shop small” is meant to remind residents that local enterprises need support now more than ever.

A State Built on Small Business Roots

Across New York, small businesses—defined as those employing fewer than 100 workers—make up an overwhelming majority of the state’s economic landscape. According to state figures, they represent 98% of all business establishments and are responsible for nearly 40% of private-sector employment. This includes everything from long-standing family restaurants to innovative tech startups, corner groceries, small manufacturing shops, rural farms, boutique retailers, and neighborhood service providers.

Empire State Development President, CEO and Commissioner Hope Knight highlighted the unique role these enterprises play in giving New York its distinct identity. “New York’s small businesses drive innovation, create jobs, and define the character of our communities. When we support them, we’re not only fueling local growth — we’re preserving the character and creativity that make New York unique. Empire State Development is proud to support entrepreneurs and small business owners with the resources, programs, and capital they need to grow and succeed in every region of the state.”

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Knight’s comments echo what many local leaders have been observing for years: small businesses are more than commercial outfits. They anchor downtowns, sponsor youth sports teams, help carry on cultural traditions, and often serve as gathering spaces for neighborhoods. Without them, the social and economic fabric of communities becomes thinner and less resilient.

Supporting the People Who Grow and Harvest New York’s Food

Agriculture, too, plays a powerful role in the state’s small business ecosystem. New York farms, food producers, and agribusinesses contribute billions to the economy and provide a distinctive range of products—from apples and dairy to specialty beverages, local meats, baked goods, and handcrafted pantry items sold at markets, farm stands, and small retail shops.

New York State Agriculture Commissioner Richard A. Ball pointed out that shopping small also means supporting the people who cultivate the state’s agricultural heritage. “New York’s hard-working farmers and agribusinesses produce some of the finest products out there, and the best way to celebrate the holiday season is by sharing these locally-made treats with the people you care about most. When you choose to shop small this holiday season, you are supporting local farmers and small businesses, boosting the economy, and giving unique, beautiful gifts to your loved ones. I encourage everyone to ‘think local’ during Small Business Saturday and all season long.”

The state’s Taste NY program and its network of more than 70 markets located at Welcome Centers, tourism hubs, and travel corridors give residents and travelers alike a direct line to regional foods and independent food makers. These marketplaces showcase everything from regional craft beverages to honey, jams, soaps, baked goods, gift boxes, and locally themed products that highlight the diversity of New York’s ten distinct regions.

For those who prefer online shopping, Taste NY’s digital storefront, ShopTasteNY.com, operated by Cornell Cooperative Extension Sullivan County, offers the same array of goods. This year, the online shop is offering 30% off on Small Business Saturday, creating an additional incentive for holiday shoppers to try New York–made products instead of bulk-manufactured items from national chains.

Retailers Make Up a Major Force in New York’s Economy

While small businesses span countless industries, retail remains one of the most visible and influential sectors. More than 70,000 retail stores operate across New York, and about 56,700—roughly 81%—are independently owned. The numbers illustrate how deeply woven local retail is into the state’s economic engine.

In 2024, the retail sector generated an estimated $507 billion in sales statewide. It also produced $20.3 billion in sales tax revenue, a figure that helps support public services, schools, infrastructure, and community programs. Retail workers, who form a substantial portion of the small business workforce, earn an average of $971 per week—an income that supports families and helps maintain spending power within local communities.

Governor Hochul has repeatedly stressed that these numbers represent real people whose livelihoods depend on steady consumer support. For many small retailers, holiday months are the most important sales period of the year, with December alone accounting for a disproportionate share of annual revenue. A strong holiday season can stabilize a business heading into the slower winter months, while a weak season can create long-lasting strain.

Programs Providing Tools, Funding, and Support for Entrepreneurs

Under Governor Hochul’s leadership, New York has launched or expanded numerous programs aimed at giving small business owners more tools to succeed. Many of these initiatives focus on increasing access to capital, technical guidance, and training—common obstacles that can prevent entrepreneurs from growing or stabilizing their operations.

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Among the state’s most prominent resources is the Main Street Capital Loan Fund, which provides loans of up to $100,000 to startups and early-stage ventures. Focused particularly on communities with limited access to traditional credit, the program allows borrowers to make interest-only payments during the first year, easing the burden of early expenses.

Another major initiative is the Small Business Technical Assistance Program, which offers free legal and financial guidance to owners navigating complex funding requirements. These services help businesses prepare loan applications, manage accounting, resolve compliance questions, and improve financial documentation.

The Entrepreneurship Assistance Centers, a network of 26 locations across the state, provide hands-on coaching for new entrepreneurs through classes, mentorship, and business development assistance. These centers play a key role for first-time business owners who may not have experience writing business plans, managing payroll, securing investors, or navigating the regulatory landscape.

Governor Hochul has also expanded the Low Interest Capital Program (LINC), formerly known as the Linked Deposit Program. Under her leadership, the program’s capacity grew from $560 million to $1.1 billion, nearly doubling its ability to support small businesses seeking more affordable borrowing options. According to the state, LINC has already enabled financing for approximately 6,000 businesses, generating $2 billion in lending and over $4 billion in capital investments.

Workforce Assistance for Employers

Small business owners often describe recruiting skilled employees as one of their greatest challenges. To meet this need, the New York State Department of Labor (NYSDOL) provides a range of no-cost services, including access to nearly 190,000 job postings and tens of thousands of qualified candidates in its statewide talent database. NYSDOL also hosts job fairs, offers customized recruitment assistance, and helps businesses obtain tax credits, hiring incentives, and compliance guidance.

New York State Labor Commissioner Roberta Reardon emphasized that these services underscore the state’s commitment to helping businesses grow. “Small businesses are at the very heart of the State’s diverse and robust economy. The New York State Department of Labor offers a wealth of resources — including workforce recruitment assistance and identifying tax credits and incentives — to help businesses thrive. I encourage New Yorkers to shop small and shop local this holiday season and beyond.”

Everyday Ways to Support Local Businesses

The Governor’s message also includes practical guidance on how New Yorkers can support small businesses not only on Small Business Saturday but throughout the year. These actions include visiting local retailers, buying gift cards to provide upfront revenue, dining at independently owned restaurants, exploring farmers’ markets for unique seasonal gifts, choosing store credit when making returns, and sharing positive experiences on social media or review platforms.

These simple gestures, Hochul noted, can have an outsized impact during a season when many small businesses are doing everything they can to meet customer demand and balance tight budgets.

A Shared Commitment to Strengthening Communities

With holiday decorations going up in storefronts large and small, New York’s leaders hope residents will view each purchase as more than just a transaction. Supporting a local business means investing in the people who keep communities vibrant—entrepreneurs who take risks, farmers who provide food, workers who rely on retail wages, and families carrying forward generations of tradition.

Through her call to “shop small,” Governor Hochul is asking New Yorkers to pause and consider the collective impact of their choices this season. For thousands of small business owners across the state, that support could be the difference between surviving a challenging year and stepping into the next with confidence.