Small Business Saturday falls on the day after Thanksgiving and has become a notable day in the holiday shopping season.
Founded by American Express in 2010, Small Business Saturday was created to give small businesses a boost of marketing during the holiday season. The initiative was launched to encourage shoppers to spend their money within their local communities and has since grown. In 2011, the event officially gained backing from public officials, including mayors, governors, and President Obama.
In 2012, the company helped small business owners promote their shops by offering free digital marketing tools, which led to a significant rise in both traffic and sales. By 2015, over 95 million people were shopping at small businesses on Small Business Saturday, contributing $16.2 billion to the U.S. economy.
According to American Express, every dollar spent at a small business, 68 cents stays within the local economy, which can create a ripple effect that supports schools, charities, and other local services.
The U.S. Small Business Administration also supports Small Business Saturday through resources for business owners like marketing materials and tools to connect with customers.
