"In the midst of the recession in 2010, American Express created Small Business Saturday during Thanksgiving weekend to encourage people to do more of their holiday shopping at local businesses. The first Small Business Saturday was a success, and a year later, the Shop Small Movement gains momentum, local officials across the nation take notice and move to promote the day."
"In 2011, the Senate unanimously passes a resolution in support of the day, and officials in all 50 states participate. The effort got another boost during the holiday season in 2014, when President Barack Obama famously went shopping on Small Business Saturday with his daughters at a Washington, DC, bookstore. Since then, the initiative has grown into a nationwide tradition, with communities increasingly celebrating the day and its importance."
Small Business Saturday on Nov. 29, 2025, encourages shoppers to support local businesses and convert local shoppers into lifelong customers. American Express created Small Business Saturday in 2010 during the recession to boost holiday shopping at local businesses, and the initiative has expanded into a nationwide movement generating billions in revenue. The Senate passed a resolution in support in 2011, and President Barack Obama shopped on Small Business Saturday in 2014, helping the tradition grow. U.S. consumers have spent an estimated $223 billion at small businesses on Small Business Saturday since 2010. American Express and Main Street America launched the Amex Shop Small Grants Program with $5 million for 250 grants of $20,000, plus $1 donated per American Express Card purchase at qualifying small businesses on Small Business Saturday 2025.
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