In 2010, American Express conceived the first Small Business Saturday. Now held every year on the first Saturday after Thanksgiving, Small Business Saturday encourages holiday shoppers to patronize brick and mortar businesses that are small and local.
Each year, America Express executes large-scale marketing campaigns to promote Small Business Saturday. The initiative’s tagline, Shop Small, is communicated extensively in the campaigns and has become synonymous with Small Business Saturday.
American Express’ promotion of the most recent Small Business Saturday, held on November 29, is the subject of this week’s Campaign Intelligence Report.
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