American Express Celebrates Small Business Saturday Right After Black Friday

American Express Celebrates Small Business Saturday Right After Black Friday
Deutschlandzentrale von American Express in Frankfurt am Main. Gebäudeentwurf (Architekt): Novotny Mähner Assoziierte mars110 / Wikimedia Commons Public Domain

The holiday shopping season is almost upon us, and American Express wants to make sure you give some love to small businesses, too.


In fact, the company is more than pleased that there are more shoppers in the U.S. that know about Small Business Saturday this year. And right now, they want to keep urging everyone to “shop small” during this holiday season.

The fourth annual Small Business Saturday Consumer Insights Survey was released earlier this month by American Express and the National Federation of Independent Businesses (NFIB). Among its findings, 55 percent of consumers in the U.S. are aware of Small Business Saturday. And more importantly, 77 percent of these consumers have indicated that they plan to “shop small” during the holiday season. 

The Small Business Saturday holiday was created by American Express back in 2010 as a way of helping small business owners get more customers and stay in business. It has been traditionally held during the Saturday right after Thanksgiving. As American Express OPEN Senior Vice President and General Manager Janey Whiteside would say, Small Business Saturday is already a “major part of the holiday shopping tradition,” a celebration of local business owners whom the local community already refer to as friends neighbors and family. In other words, it’s all about bringing the local community together to support the small businesses in the area.

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As far as love for small business owners is concerned, it seems there is an abundance of it. Eighty percent of U.S. consumers have said that they pay a little extra as long as the item is purchased from a small, independently owned retailer, as opposed to big ones. Moreover, 35 percent of these consumers are also planning to do their holiday shopping at small businesses.