American Express created Small Business Saturday in 2010, and it has become a permanent fixture of the Thanksgiving holiday shopping weekend. According to the new Small Business Economic Impact Study from American Express, an average two-thirds ($0.67) of every dollar spent at a small business stays in the local community.
“What began nine years ago as an effort to support local stores during the holiday shopping season has become the Shop Small movement, bringing together millions of shoppers, small businesses of all kinds, civic leaders and organizations in thousands of towns and cities across the country,” said Elizabeth Rutledge, Chief Marketing Officer at American Express. “Shopping small has a significant and positive effect on local communities, and we hope Small Business Saturday will help to amplify that effect during the crucial holiday shopping season. When we spend local, small businesses thrive. And when small businesses thrive, we all thrive.”
Below are findings from another study, the 2018 Small Business Saturday Consumer Insights Survey, recently released by the National Federation of Independent Businesses (NFIB) and American Express based on a separate survey of consumers.
Small Business Making a Big Impact:
The New Yorker Impact: