An Important Holiday That Isn’t A Day Off

Small Business Saturday is a quintessentially American “holiday” created by American Express in 2010 to help promote purchases at small businesses that may just happen to accept credit cards. This year the promotion will take place on Saturday, November 26, 2022.

The effort has become increasingly important to smaller retail outlets over the years, especially as online shopping from Amazon and larger retailers becomes more and more prevalent. In 2021, 51 million shoppers will participate in Small Business Saturday, according to the National Retail Federation. American Express reported Small Business Saturday that spending among U.S. consumers shopping at independent retailers and restaurants will reach an estimated $23.3 billion in 2021, an 18% increase from the $19.8 billion spent in 2020 and pre-pandemic 2019. increase from spending ($19.6 billion).

This year, nearly 6 in 10 holiday shoppers (59 percent) plan to attend small business Saturday 2022—more than Black Friday (56 percent), according to a Bankrate report.

The concept is simple: After the rush of Black Friday promotions that began with big stores in malls and continued into the digital age, set up a day specifically to boost the sales of local businesses. These are the entrepreneurs who help the local economy by hiring workers from the area, contributing to the local tax base, supporting local causes and being more than just shoplifters.

American Express put considerable marketing power behind the “shop small” effort, and the promotion has grown over the years. The concept got a big boost when Barack Obama was in the White House and participated in Small Business Saturday by shopping at businesses in Washington, DC. Other informed politicians followed suit, promoting their visits to stores in the towns, cities and states they represent.

After the arrival of COVID and the shutdowns related to the pandemic, consumers tried to further support the businesses in their area. This sentiment continues even as the worst of the pandemic appears to be behind us.

Small business owners have the ability to download marketing materials to promote their specials, and Amex has provided posters for in-store promotion, as well as digital banners and pre-written social media posts.

Stop by, order online, leave us a review, or tell a friend. It all matters. It all matters. #shopsmall

Our doors are open! #ShopSmall with us all year long — we appreciate your business!Not every small business is an old fashioned “mom and pop” shop; To compete effectively in 21st century retail, companies must take advantage of online marketing.

Importantly, American Express has launched the #ShopSmall Accelerator, powered by TikTok, that was designed with one goal in mind: to capture the attention of Gen Z and convert them into customers. Amex has built up online resources, providing lessons that will work whether you’re a self-proclaimed TikTok pro or haven’t made your first video yet. In addition, eligible US small business owners can enroll to earn $100 in TikTok promotional ad credits after a purchase of $50 or more in TikTok advertising.

Taking advantage of technology helps businesses become more efficient in all aspects of their operations – from Small Business Saturday marketing promotions to securing capital to finding employees. Internet promotion is actually a vital element of doing something that retailers have been doing for centuries: getting people into their stores.

The holiday season is about giving – and the best gift you can give local businesses is your support. Get out and shop small business this Small Business Saturday on November 26 to start the season off in a meaningful way.


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