Small Business Saturday started in 2010 as a marketing campaign by American Express to encourage consumers to “Shop Small”. The goal was to promote attention to small businesses that the deep discounts and early morning rush of Black Friday can take away from. American Express encourages local business to publish their business on the Shop Small map and band together the neighborhoods of local shops to promote Small Business Saturday. This campaign can be found here: https://www.americanexpress.com/us/small-business/shop-small/
While we have a passion for helping small businesses, there are facts to back the reasoning for supporting small businesses. According to a study performed by Civic Economics, at least 68% of dollars spent at a local business will stay in the local economy. A large business that receives the same amount of money will only reinvest 48% of those dollars back into the local economy. Also, as an incentive to Shop Small, American Express is offering up to a $30 credit to your bill if you shop at 3 small businesses on the Shop Small map on Small Business Saturday and spend at least $10 at each of them. To take advantage of this promotion you must register in advance at the American Express link we provided above.
Locally here in Wilmington many shops are offering special discounts and entertainment on Small Business Saturday. We encourage you to avoid the Black Friday craze and enjoy Small Business Saturday and support our local community!