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Getting Ready for Small Business Saturday

Posted on 10.27.2014

Most merchants are busy planning for Black Friday and Cyber Monday. There is, however, another shopping day that should be on their radar – Small Business Saturday.

Now in its fifth year, Small Business Saturday is held on the Saturday following Thanksgiving. The day was originally created by American Express in 2010 as a way to support the small businesses that create jobs and boost the economy. Since then, Small Business Saturday has driven the visibility and importance of small businesses in local communities. In fact, last year consumers that are aware of the day claimed to have spent $5.7 billion with independent merchants.

To help spread the word about Small Business Saturday across the country, the Neighborhood Champion program was created. In 2014, more than 2,000 Neighborhood Champions from every state and the District of Columbia have already signed up to celebrate Small Business Saturday. As part of the program, businesses have access to a number of resources to help make Small Business Saturday events a success, including event guides, marketing materials and “Shop Small” branded merchandise.

“This year, we’ve expanded the Neighborhood Champion program to include even more partners to help spread the message of shopping small and supporting local businesses,” said Lisette Bernstein, Vice President of Small Business Saturday at American Express. “We’re thrilled to see communities in all 50 states and Washington D.C. embrace Small Business Saturday and anticipate this year will be the biggest yet for small businesses.”

It is important to note that small businesses also have the opportunity to take advantage of exclusive offers from Small Business Saturday Premier Partners to help promote their businesses and events on Nov. 29. These partners include Eventbrite, which will serve as the online hub for Neighborhood Champion activities, as well as FedEx Office, which is shipping Small Business Saturday merchandise to small business owners and Neighborhood Champions free of charge. Moreover, FedEx is offering to print two free copies of the 11” x 17” printed poster available at to help businesses with their offline marketing efforts. When it comes to online marketing, however, Microsoft is offering $100 in Bing Ad credits, while Yelp is offering $100 in Yelp advertising credits to help small businesses increase their visibility on the Web.

Lastly, qualifying American Express Card accepting merchants can also sign up at the Small Business Saturday website to receive printable signage for their store, as well as Shop Small logos and infographics, email templates and sample social media posts, printable post cards, digital banners, visibility on the Shop Small map and more.

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