Here is a brief history of Small Business Saturday, as told by the company who founded it—American Express.
2010: In an effort to support local shops that make our communities strong, American Express launches Small Business Saturday on the Saturday after Thanksgiving to encourage people to Shop Small and bring more holiday shopping to small businesses.
2011: One year later, as the Shop Small Movement gains momentum, local officials across the nation take notice and promote Small Business Saturday. The Senate unanimously passes a resolution in support of the day and officials in all 50 states participate. It even gets a shout-out from the president of the United States.
2013: More than 1,400 individuals and organizations sign up as Neighborhood Champions to rally their communities with events and activities on Small Business Saturday — and that number continues to grow.
2017: There were more than 7,200 Neighborhood Champions across all 50 states. They’re not alone. Beginning in 2011, business associations, nonprofit trade groups, municipalities, and public officials started to unite by forming a Small Business Saturday Coalition, encouraging everyone to Shop Small. And nearly 100 corporations lend their official support to the movement.
Since Small Business Saturday started, U.S. customers have reported spending an estimated total of $85 billion at independent retailers and restaurants — that’s $85 billion over 8 days alone.
ALL FOR SMALL
As shopping small catches on in communities everywhere, Small Business Saturday goes from a cause to a day of community celebration. 90% of consumers surveyed said Small Business Saturday has had a positive impact on their community.
Small Business Saturday continues to be an annual holiday shopping tradition — just one part of the larger Shop Small Movement to support small businesses every day and everywhere. Because a visit to the family-owned framing shop or a stop at the neighborhood taco truck not only supports our local economies, but also promotes thriving communities.