SCROLL

The story of Small Business Saturday®
and the Shop Small® Movement

Shoppers, small businesses, and civic leaders come together to support small businesses
and help their communities thrive.

We're all for the Shop Small Movement.
And we're just getting started.

2010

2011

2012

2013

2014 - Present

2014

- Present

The Beginning
It’s 2010, and small businesses are hurting from an economy in recession.
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.
USA States with filled in state USA States without filled in state
NationWide Momentum
One year later, as the Shop Small Movement gains momentum,
local officials across the nation take notice and promote
Small Business Saturday.
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 their
communities with events and activities
on Small Business Saturday — and that
number continues to grow.
By 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.
7200
Neighborhood Champions in 2017
Making an Impact
Since Small Business Saturday started,
U.S. customers have reported spending
an estimated total of $85 billion1 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.2
The Movement
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.
That's why American Express is proud to back Small Business Saturday and the Shop Small Movement.