"American Express founded Small Business Saturday in 2010, coming out of the U.S. financial crisis, to help drive consumer spending at small businesses when they needed it most. Since then, the day has sparked a movement and truly made an impact, with consumers reporting spending over $200 billion at small businesses."
"85% of consumers, including 88% of millennials and Gen Z, say they are likely to shop small this holiday season, according to the 2024 American Express Shop Small® Impact Study."
"This year, American Express will celebrate Small Business Saturday with a special performance by multi-platinum singer-songwriter Noah Kahan and a holiday pop-up market in Charleston, South Carolina, which boasts a vibrant small business community."
"Additionally, among millennials and Gen Z consumers who plan to shop on Small Business Saturday, 52% say they plan to spend more this year than last year."
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