The story of the Shop Small® Movement





2014 - 2018


- 2018


The Beginning

American Express cares deeply about thriving
communities and believes small businesses are
at the core of every successful neighborhood.
That's why — in the midst of the recession in
2010 — we created Small Business Saturday®
on the Saturday after Thanksgiving to
encourage people to Shop Small and bring
more holiday shopping to small businesses.
Map outline of the United States Map outline of the United States

NationWide Momentum

The first Small Business Saturday is a success. One year later, as
the Shop Small Movement gains momentum, local officials
across the nation take notice and move to promote the day.
In 2011, 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.

Local Support

In 2013, more than 1,400 individuals
and organizations sign up as
Neighborhood Champions to rally and
support their local communities with
events and activities on
Small Business Saturday — and that
number continues to grow.
By 2018, there were more than 7,500 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, forming a Small Business Saturday Coalition to
encourage everyone to Shop Small. And nearly 100
corporations lend their official support to the movement.
Neighborhood Champions in 2018

Making an Impact

You might not realize it, but every time
you take a yoga class at your
neighborhood spot or buy a gift from the
local artist down the street, you're
shopping small and making a difference.

In fact, for every dollar spent at a small
business in the U.S., approximately 67
cents stays in the local community.1 So
when you Shop Small on
Small Business Saturday—and all year
long—it can help add up to a big impact.


Over the years, Small Business Saturday
spending has now reached a reported
estimate of $103 billion since the day
began in 2010 — that's $103 billion over
9 days alone.2

The Movement

Now in its 10th year, Small Business Saturday continues to be an annual holiday shopping tradition — just
one part of the larger Shop Small Movement that supports small businesses every day and everywhere.
Because shopping at a family-owned framing spot or buying a
handmade ring from your favorite online small business helps
to promote more vibrant communities.
That's why American Express is proud to back Small Business Saturday and the Shop Small Movement.