Small Business Saturday has transformed from a one-day event into a thriving tradition that keeps gaining momentum. Year after year, its roots grow deeper, with American Express revealing that consumers have poured over $120 billion into small businesses on Small Business Saturday over the past decade. Now, let’s take a closer look at this shopping phenomenon – what it is, why it came to be, and the positive impact it brings to our communities, with a particular focus on how it affects resale business owners. 


What Exactly Is Small Business Saturday? 

Small Business Saturday, in a nutshell, is an annual celebration that encourages shoppers to choose local businesses over big-name retailers. The day itself falls on the Saturday following Thanksgiving, creating a wave of support for those small, independent businesses that make our neighborhoods unique. 


The Birth of Small Business Saturday 

The tale of Small Business Saturday kicks off on November 27, 2010 when American Express launched a campaign. Their mission? To give small businesses a much-needed spotlight and encourage consumers to invest in their local communities during the holiday season. By 2011, the cause was officially backed by Washington State mayors, governors, senators, and even President Obama. 

For resale business owners, this initiative provides a valuable opportunity to showcase the uniqueness of their merchandise. Small Business Saturday encourages shoppers to explore local shops, which often include resale stores that offer a diverse range of pre-owned items with character and history. It’s a day when the spotlight shines on the sustainable and eco-friendly aspects of the resale business. 


The Influence of Small Business Saturday 

The impact grew evident in 2015 when more than 95 million shoppers flocked to small businesses on Small Business Saturday, contributing a whopping $16.2 billion to the cause. This momentum continued, with online shopping becoming an integral part of small business sales. Online spending increased by 13% between 2019 and 2020 and, although at a slower pace, it continued to rise by 2% in 2021. 

For resale businesses, this online shopping trend is particularly significant. Many resale businesses have embraced the digital realm to reach a wider audience. Small Business Saturday acts as a springboard for these businesses to showcase their unique collections to a growing online customer base, boosting not only sales but also brand recognition. 

Today, most Americans know what Small Business Saturday is and those who participate understand its significance in bolstering their communities. It’s not just a shopping day; it’s a movement that empowers resale business owners to thrive in the competitive retail landscape. 


Why Shopping Local Matters  

For small business owners, their enterprises are more than just businesses – they’re a reflection of who they are. Supporting local resale businesses doesn’t just keep these enterprises alive; it breathes life into the communities they serve. 

Local shopping has a ripple effect, impacting the entire community and showcasing the unique treasures offered by resale businesses. More dollars spent locally means more dollars circulating within the neighborhood, and resale businesses are dedicated to sustainability and reducing waste, further benefiting the environment. 

For every dollar invested in a small business, a substantial portion stays within the local economy, bolstering the community and contributing to various local initiatives. It’s a powerful testament to the far-reaching influence of shopping local, especially for resale business owners, who rely on community support to keep their ventures thriving. Small businesses also contribute to schools and various community organizations through taxes, support local sports teams, charities, and events, and prioritize hiring from the community. It’s a powerful testament to the far-reaching influence of local shopping. 

It goes without saying that being born and bred by American Express, Small Business Saturday is also a pretty genious markeing idea. American Express has a Small Business Saturday kit that is free of charge to download and use and of course comes with the American Express branding on it.   


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