In 2010, American Express launched Small Business Saturday - a shopping holiday in the US on the first Saturday after Thanksgiving. The idea was to encourage shoppers to patronise bricks and mortar businesses that are small and local.
The initiative, supported with a campaign by Crispin Porter + Bogusky, was well-received and in 2011 AmEx set out to build on this by cementing Small Business Saturday as a regular fixture in the US' pre-Christmas shopping season.
In its second year, Small Business Saturday was even more successful. Five thousand small businesses participated and 103 million Americans 'shopped small' on the day. Small Business Saturday became a social phenomenon - generating 2.7 million 'Likes' on Facebook and it was a top trending topic on Twitter. Even US President Barack Obama tweeted his support.
In response to widespread support from public officials, the US Senate unanimously passed a motion declaring Small Business Saturday an official day - realising AmEx's goal of making it an official part of America's national holiday shopping season.
The third Small Business Saturday took place in the US on Saturday November 24 2012.