It’s hard to believe that 11 years have come and gone since American Express introduced its Small Business Saturday marketing campaign, but as we all know time flies. It started when American Express decided to give small business owners and shoppers a boost during a terrible recession. Today, American Express says the annual campaign, culminating on the Saturday after Black Friday, has encouraged consumers to shop small all year long.

If you’re a small business owner, and particularly a retailer or restaurant owner, don’t miss the opportunity coming up on Saturday, November 28th. Make it a priority by coming up with a special offer – perhaps one that can continue throughout the holiday shopping season. Retail sales activity shows that people are really buying this year. Due to COVID-19, money typically spent on travel and dining out is being diverted to household projects, take-out meals and gift giving.

Throughout the U.S., Small Business Saturday generated nearly $20 billion in sales in 2019, and there’s never been a better time to engage than this year. To make sure your business is listed on the Small Business Saturday shopping map, click here. Use posters, banners or special product displays to create excitement or give balloons to the kids. Use your social media platforms and email database to let your community know how important it is to support small businesses. Then reward your customers for supporting your business at a time when their support means everything.


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