In 2010, American Express created Small Business Saturday, a new shopping day right after Black Friday. For 2011, the goal was clear: to cement its place as an official shopping day. So they rallied business owners, consumers, and public officials to help. American Express created tools to help business owners reach more customers and to help customers find small businesses to shop at. Businesses were given everything they would need to promote the day, including badges, posters and social marketing tools. A digital kit featured a YouTube video maker for businesses to make their own ads, a Facebook page builder, and a way to launch online Shop Small deals through Foursquare. Ultimately, 103 million Americans shopped small, and the US Senate declared it an official day, cementing Small Business Saturday as an official part of the holiday shopping season.
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