In an effort to support local shops that make our communities strong, American Express launches Small Business Saturday® on the Saturday after Thanksgiving — to encourage people to Shop Small and bring more holiday shopping to small businesses.

In 2011, the Senate unanimously passes a resolution in support of the day. By 2012, officials in all 50 states participate. It even gets a shoutout from the President of the United States.

In 2017, an estimated 108 million consumers reported shopping or dining
at local independently-owned businesses on Small Business Saturday — generating roughly $12 billion in reported spend.1