Five Ways to Make the Most of Small Business Saturday

by Jeremy Quittner
Fortune.com

American Express may have invented Small Business Saturday as a shopping holiday in 2010, but it has evolved into a “shop local” movement that gives retailers nationwide a considerable sales lift.

Not only has Congress officially sanctioned November 26 as a national day, but in 2015, about 95 million shoppers showed up at small businesses to spend about $16 billion on Small Business Saturday. And retailers are expecting a strong turnout in 2016 as well.

While American Express still provides important marketing assistance for Small Business Saturday, it has taken more of a backseat role in recent years. More than 4,000 organizing small business owners around the country have taken the lead on gathering other local shop owners to participate in the day. Over 1 million small businesses are expected to participate this year.

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