Shopping holiday held annually on the Saturday after Thanksgiving (U.S.), encouraging consumers to support small, local businesses as an alternative to big-box retailers during the Black Friday/Cyber Monday weekend. Created by American Express in 2010.
Origins
American Express launched Small Business Saturday on November 27, 2010, as a marketing initiative to promote small businesses and drive foot traffic to local shops during the holiday shopping frenzy.
The U.S. Senate passed a resolution supporting Small Business Saturday in 2011, and it quickly became a cultural fixture, with mayors, governors, and even presidents issuing proclamations of support.
Why American Express?
- Majority of small businesses accept Amex
- Positioning as “champion of small business”
- Marketing opportunity during competitive retail weekend
Economic Impact
Consumer spending (U.S.):
- 2010 (launch): ~$5.5 billion
- 2015: $16.2 billion (95 million shoppers)
- 2019: $19.6 billion (estimated 112 million shoppers)
- 2020: $14.6 billion (pandemic dip, shift to online)
- 2021: $23.3 billion (rebound)
- 2022: $17.9 billion (108 million shoppers, National Retail Federation)
Average spending per person: ~$160 (2022)
How It Works
For shoppers:
- Visit local independent retailers (not chains)
- Focus on unique, handmade, artisan goods
- Personal service, community connection
- “Experience” shopping (vs. mass-market convenience)
For small businesses:
- Marketing campaigns weeks in advance
- Special promotions, discounts, bundles
- Collaborate with other local shops (shop hops, passport programs)
- Social media (#ShopSmall campaigns, giveaways)
- American Express offers (cashback, discounts for Amex cardholders)
Social Media Culture
#SmallBusinessSaturday and #ShopSmall trend annually with:
- Shop owner stories: Behind-the-scenes, meet-the-maker content
- Product showcases: Handmade goods, artisan crafts, local specialties
- Customer testimonials: Supporting favorite shops, unboxing hauls
- Community rallies: Mayors, influencers urging local shopping
- Maps & guides: “Shop local” directories, downtown shopping maps
- Contrast with Amazon: Anti-big-box, anti-corporate messaging
Criticism
American Express’s role:
- Corporate greenwashing: Mega-corporation positioning itself as small business savior
- Amex-only promotions: Some offers require Amex card, excluding other cardholders
- Profit motive: Amex benefits from increased transaction fees
Effectiveness debates:
- One-day bump: Does it create lasting loyalty or just single-day spike?
- Already-loyal customers: Preaching to the choir (people who shop local year-round)
- Online vs. in-person: 2020+ shift to online shopping (is it still “small” if shipped via Amazon?)
COVID-19 Impact
The pandemic reshaped Small Business Saturday:
- 2020: In-person shopping plummeted, online ordering surged
- Curbside pickup: Became essential for survival
- “Support local” urgency: Businesses faced closures, communities rallied
- E-commerce adoption: Small businesses launched Shopify, Squarespace stores
- 2021-2023: Hybrid model (in-person + online), but foot traffic hasn’t fully recovered
Related Movements
- Local First campaigns: Year-round small business advocacy
- Independent Bookstore Day: (April) Celebrates indie bookstores
- Record Store Day: (April) Vinyl/music shop celebration
- Farmers’ market movements: Year-round local food support
Small Business vs. Big Box
| Small Business | Big Box (Walmart, Target, Amazon) |
|---|---|
| Personalized service | Self-service, efficiency |
| Unique, curated goods | Mass-market, lowest prices |
| Community connection | Convenience, one-stop shopping |
| Higher prices (often) | Competitive pricing, deals |
| Local economic circulation | Profits leave community |
Consumer Motivations
Why shop small?
- Community: Keep money in local economy (68 cents of every dollar stays local vs. 43 cents at chains)
- Quality: Artisan craftsmanship, unique finds
- Personal connection: Relationships with owners
- Values alignment: Environmental, ethical, anti-corporate
- Experience: Enjoyable shopping vs. transactional
Related Hashtags
#ShopSmall, #SmallBusinessSaturday2024, #SupportLocal, #ShopLocal, #SmallBiz, #IndependentRetail, #LocalBusiness, #ShopSmallBusiness, #AmericanExpress, #SmallBizSat
Sources
- American Express Small Business Saturday: https://www.americanexpress.com/us/small-business/shop-small/
- National Retail Federation spending data: https://nrf.com/
- U.S. Small Business Administration: https://www.sba.gov
- Social media trends: Sprout Social, Hootsuite, 2018-2023