As the holiday season kicks into high gear, Morris County is putting the spotlight on the small businesses that form the backbone of its local economy. On Saturday, November 29, 2025, residents are being encouraged to participate in Small Business Saturday®, an annual event dedicated to supporting independently owned businesses throughout the county’s 39 communities.
The initiative comes after the Morris County Board of County Commissioners officially proclaimed Nov. 29 as “Small Business Saturday in Morris County” during their November 17 public meeting. Commissioner Director Tayfun Selen emphasized the broader economic and community benefits, noting, “When you shop at local retailers, eat at locally and family-owned restaurants, and engage with local service providers, you reinvest directly into your community. Small businesses provide jobs, unique experiences, and essential services that keep our communities vibrant and strong.”
Since its launch by American Express in 2010, Small Business Saturday® has become a national movement encouraging consumers to support local shops, restaurants, and service providers the day after Black Friday. The goal is simple but impactful: to ensure independently owned businesses receive the attention and patronage they deserve during the busiest shopping season of the year.
Morris County’s small business community is a critical driver of both the county and state economies. New Jersey data highlights that 99.7 percent of all businesses in the state are classified as small, and nearly half of the state’s workforce—48.8 percent—are employed by these enterprises. Morris County mirrors this dynamic with a thriving entrepreneurial ecosystem. The county Economic Development Corporation reports more than 7,500 new business applications were submitted in 2024 alone, reflecting a growing landscape of innovation and opportunity.
Currently, the county is home to 30,555 verified small businesses, each employing fewer than 500 people. Among these, 529 businesses reported significant or sustained growth, while 33 are veteran-owned and 168 are minority-owned, representing a diverse and dynamic business environment. Remarkably, several small firms in the county’s oil and fuel industries generate extraordinary revenue: eight companies with only 10 to 19 employees exceed $100 million in annual revenue, while nineteen micro-businesses with 1 to 4 employees surpass $50 million each year. These standout enterprises are located across towns like Parsippany-Troy Hills, Rockaway, Madison, Morristown, and Hanover Township.
The Morris County Chamber of Commerce and Economic Development Corporation, along with the Morris County Tourism Bureau, have partnered to strengthen the county’s business ecosystem year-round. Meghan Hunscher, president and CEO of the Chamber and Economic Development Corporation, shared, “Our mission is to help businesses connect, collaborate, and build long-term success. Small Business Saturday is a key moment to celebrate local entrepreneurship and remind residents of the value these businesses bring to the community every day.”
Residents and visitors are encouraged to shop, dine, and explore locally on Nov. 29, supporting not only the county’s economy but also its unique character and community spirit. From boutique retailers and family-run restaurants to specialized service providers, each purchase reinforces Morris County’s commitment to sustainable local growth.
Small business owners looking to make the most of Small Business Saturday can find valuable guidance and resources through the Morris County Economic Development Corporation. Tips range from marketing strategies to leveraging local networks and engaging with holiday shoppers, ensuring that participating businesses maximize visibility and long-term benefits.
By choosing to Shop Small®, Morris County residents are not just making purchases—they are investing in their neighborhoods, supporting entrepreneurs, and celebrating the local culture that makes the county a thriving place to live, work, and visit. This holiday season, Small Business Saturday offers a perfect opportunity to combine festive shopping with community impact.
