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American Express cares deeply about thriving communities and believes small businesses are at the core of every successful neighborhood. That's why in the midst of the recession in 2010 we created Small Business Saturday® on the Saturday after Thanksgiving to encourage people to Shop Small and bring more holiday shopping to small businesses.
 
In an effort to support their local communities, organizations across the country sign up to serve as Neighborhood Champions. These supporters bring their community together with events and activities on Small Business Saturday and throughout the year. You might not realize it, but every time you take a yoga class at your neighborhood spot or buy a gift from the local artist down the street, you're shopping small and making a difference.
 
In fact, for every dollar spent at a small business in the U.S., approximately 67 cents stays in the local community. So when you Shop Small on Small Business Saturday and all year long you can help create a big impact.