The story of

Shoppers, small businesses, and civic leaders rallied to
strengthen their communities.


Small Business Saturday®
belongs to all of us, and we’re just
getting started.

2010

2011

2012

2013

2014

The Founder


It’s 2010, and small businesses are hurting
from an economy in recession.

In an effort to support these local places
that make our communities strong,
American Express launches
Small Business Saturday on the Saturday
after Thanksgiving — hoping to help bring
more holiday shopping to small businesses.

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The States


Just one year after the launch, local officials across the nation take notice and promote the day. In 2011, the Senate unanimously passes a resolution in support of Small Business Saturday. By 2012, officials in all 50 states participate. It
even gets a shout-out from the President of the
United States.

The Supporters


In 2013, more than 1,450 individuals and organizations sign up to be Neighborhood Champions

and rally their communities with events and activities on the day. By 2017, that number has increased to more than 7,200 Neighborhood Champions — in all 50 states.

And they’re not alone. Business associations, nonprofit trade groups, municipalities and public officials unite to form a Small Business Saturday Coalition, and nearly 100 corporations lend their official support.

7200

Neighborhood Champions in 2017.

The Owners


Small business owners embrace the day; the impact is felt on every corner. In 2017, an estimated

108 million consumers reported shopping or dining at local independently-owned businesses on Small Business Saturday — equating to roughly 43% of Americans.1

1 The statistic cited is an estimate based on projections from a nationally representative sample of adult consumers as reported in the post-2017 Small Business Saturday Consumer Insights Survey commissioned by American Express and the National Federation of Independent Businesses. The Survey gathered self-reported data and does not reflect actual receipts or sales.

The Shoppers


As it catches on in neighborhoods everywhere, Small Business Saturday goes from a cause to a day of community celebration.

In 2017, 90% of consumers surveyed said Small Business Saturday has had a positive impact on their community.2

2 The statistic cited was based on an online study conducted among a nationally representative sample of adult consumers as reported in the pre-2017 Small Business Saturday Consumer Insights Survey commissioned by American Express and the National Federation of Independent Businesses. The Survey gathered self-reported data and does not reflect actual receipts or sales.

The Community


Today, the idea that started with one
company in 2010 has evolved into

a holiday shopping tradition and
nationwide movement driven by millions
of individuals. And it continues to grow.

American Express is proud to support a day and a
movement that truly belong to the communities
who make it possible — the organizations, local
officials, Neighborhood Champions, Corporate
Supporters, small business owners, and shoppers
who come together to celebrate their favorite
places each year on Small Business Saturday.