American Express has championed Small Business Saturday since its inception in 2010. The company took the lead in making the US Congress officially recognize the day in 2011 and Amex has put its logistical power behind giving consumers the most choice and small business the biggest impact ever since. Last year, according to American Express, consumers spent $14.3 billion at local establishments on Small Business Saturday. Other SBS supporters are strange bedfellows like giant warehouse consumer wholesaler Sam’s Club.
American Express reports that last year 88 million consumers got out to shop at small businesses two days after Thanksgiving, giving mom and pop shops and other locally owned retailer reason to give thanks. As Tuff Dog Bakery in Sterling, IL, says: “We are stronger in numbers. The national movement about shopping small is gaining more momentum every year.” American Express has offered discounts in past years to those shopping local.