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Small Business Saturday

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Small Business Saturday is the Saturday after Thanksgiving in the U.S. In 2014, Small Business Saturday will be November 29. The day is intended to encourage American shoppers to consider small retailers and merchants as they think of their holiday shopping. It comes as an answer to the Friday after the U.S. Thanksgiving Day (4th Thursday of November) called Black Friday and the following Monday called Cyber Monday. Both of those days have come to be associated with discounts and promotions at large retail chains and ecommerce businesses. Small Business Saturday is a promotional effort intended to encourage consumers to support local businesses that create jobs, boost the economy and preserve neighborhoods around the country.

[edit] History

In 2010, the Small Business Saturday promotion was created and sponsored by American Express, who registered the URL SmallBusinessSaturday.com and registered the trademark for the term Small Business Saturday. The company also created a Facebook page supporting the event [1] and promoted the event with national television advertising and a broad array of public relations activities. It was inspired by the 3/50 Project (choose three independent businesses at which to spend $50 each), that was created by Cinda Baxter, a small business advocate in Minneapolis, Minnesota.[2] [3]

As part of the promotion, the first 10,000 small business owners who signed up to participate received $100 worth of free Facebook advertising, and the first 200,000 American Express cardholders who pledged to use their credit cards on Nov. 27 to support small businesses received a $25 credit.[4]

On the American Express website and Facebook page in 2010, credit was given also to the following co-sponsors and endorsers: American Express OPEN, The 3/50 Project, Business Matchmaking, Chicago Convention & Tourism Bureau, Count Me In, Destination DC, E Women Network, Facebook, Girls Inc., Greater Boston Conventional & Visitors Bureau, LA Inc., NAWBO, National Trust for Historic Preservation's Main Street Center, NYC & Co., NYC Department of Small Business Services, San Francisco Convention & Visitors Bureau, SCORE, Women Impacting Public Policy, Women Presidents' Organization, Women's Leadership Exchange, Yelp.

In 2014, the Small Business Saturday website lists the year's premiere sponsors as FedEx, Four Square, Twitter and the U.S. Postal Service.[5]

[edit] Expansion of Small Business Saturday

American Express continued its backing of the promotion in following years. Beginning in 2011, the company offered its cardholders a $25 "statement credit" for purchases a small businesses made on the Saturday after Thanksgiving. To support the promotion, in 2011 American Express produced a television advertising campaign that it ran on network and cable television networks prior to Small Business Saturday[6]. The official American Express promotion gained the endorsement of dozens of small business state and local government agencies, and small business-oriented organizations. Several large corporations that sell products and services to small businesses also provided financial and advertising support.

[edit] Shop Local

Beginning in 2013, American Express began to use another trademarked advertising tag line, "Shop Small" into its Small Business Saturday promotions. The tag line enables the company to extend the marketing efforts surrounding Small Business Saturday into other parts of the year.

[edit] More about Small Business Saturday on SmallBusiness.com

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In addition to the information about Small Business Saturday found on the SmallBusiness.com/WIKI, you can find more information and help by searching for information on the topic found elsewhere on SmallBusiness.com.

[edit] References

  1. Small Business Saturday Facebook Page
  2. "American Express boosts Small Business Saturday,", SFGate.com, Nobember 27, 2010
  3. The 3/50 Project
  4. Small Business Saturday Facebook Page
  5. SmallBusinessSaturday.com
  6. American Express Shop Small commercial

[edit] External Links