The story of the
Shop Small® Movement

Shoppers, small businesses, and civic leaders come together to help strengthen their
communities by supporting local businesses.

The Shop Small Movement belongs to all
of us, and we're just getting started





2014 - Present


- 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.
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NationWide Momentum
One year later, the Shop Small Movement gains momentum,
as 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. By 2012, officials in all 50
states participate. It even gets a
shoutout from the President of
the United States.
Local Support
In 2013, more than 1,450 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, forming a Small Business Saturday Coalition,
encouraging everyone to Shop Small. And nearly 100
corporations lend their official support to the movement.
Neighborhood Champions in 2017
Making an Impact
In 2017, an estimated 108 million
consumers reported shopping or dining
at local independently-owned businesses
on Small Business Saturday — generating
roughly $12 billion in reported spend.1
Communities United
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, it promotes more vibrant communities.
That's why American Express is proud to back Small Business Saturday and the Shop Small Movement.