In 2010, American Express created Small Business Saturday, a new shopping day right after Black Friday, to help small businesses get what they needed most: more customers. The challenge in 2011 was to cement its place as an official shopping day in the US, and drive solid business outcomes to America’s independent, brick-and-mortar retailers. American Express built a marketing campaign that communicated the importance of small businesses, while driving home a call to action for consumers and small businesses at the local level. Consumers were asked to shop, and small businesses were provided with the tools they needed to get the word out to their customers.
American Express has been offering small business credit cards and services for over 20 years. And we’re single-mindedly committed to helping small businesses succeed. It’s the American Express OPEN mission: helping businesses do more business. But to truly help small businesses be successful, we needed to address their most pressing challenge: getting customers. American Express created Small Business Saturday with the objective of driving traffic and sales to small businesses across America. Building upon the tremendous success of 2010, American Express set out in 2011 to make Small Business Saturday a permanent fixture of the holiday season.