A Day Between Retail Giants: The Unexpected Power of AMEX's Small Business Saturday
Zachary Carpenter
Group Strategy Director at LUCKIE | Consumer Psychologist & Advertising Expert Solving Demand-Side Problems for Billion Dollar Brands
The Problem
It’s 2010. The world is still feeling the hit from the 2008 financial crisis, and small businesses are hurting.
Post-recession America was hard on them. Nearly two-thirds of job losses came from small businesses. Consumer spending was down, and for companies like American Express, so were transaction fees.
Main Street was bleeding while Wall Street had begun to heal.
American Express saw an opening. Not just to boost card usage or keep mom-and-pop shops accepting their higher-fee cards, but to position themselves as champions of local business.
The Landscape
Black Friday and Cyber Monday had become the giants of holiday shopping, pulling in massive sales for big-box stores and e-commerce giants. But small businesses were left in the dust while these powerhouses thrived, losing more market share every year. They needed something to level the playing field—a day that would shift the spotlight to them.
At the same time, consumers, disenchanted with the big business following the 07-08 crash, were starting to place increased value on corporate authenticity and consumer communities. There was a huge desire to support local businesses, but it seemed to need a rallying point.
The Insight
People didn’t need convincing to support small businesses. It was a cause everyone could get behind. But when the need arose, most didn’t think about visiting their local shop. Instead, they headed to Walmart or used their new Amazon Prime account.
Because shopping local takes time, and that’s something people feel short on. But when do they have more of it? Saturdays— the day for meeting friends, exploring neighborhoods, and, for American Express, a different kind of "Prime Day" that was a prime day for weekly shopping.
Saturdays were the perfect time to nudge people to shop small.
They needed that reminder. A Black Friday, but on Saturday, for smaller retailers— and minus the chaos. A day dedicated to shopping local.
The Strategy
Create a movement, not just a marketing campaign. Go beyond benefitting AMEX to really offering support for local, struggling shops. Position American Express as the facilitator, not the focus. Give small businesses the tools to succeed.
The campaign had a few smart key elements:
The Execution
American Express launched a campaign that touched every part of the small business world, offering value to everyone.
They gave consumers statement credits for shopping small with a "Shop Small" map to find stores and promoted it across "Saturday-centric" media channels.
For businesses, they offered free marketing materials, social media templates, free geo-targeted social ads, and marketing and customer service training to make the most of it.
The campaign kept evolving. They adapted to new tech and trends, partnered with TikTok to reach younger audiences, and expanded globally. They were careful to maintain the campaign over time to amplify and expand it's impact.
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The Outcome
The results speak for themselves:
- By 2012, 63% of U.S. consumers were aware of Small Business Saturday
- In 2014, over $14 billion was spent at small businesses on Small Business Saturday
- By 2015, 95 million U.S. shoppers participated
But the impact went beyond numbers. Small Business Saturday became a cultural touchstone. The U.S. Senate officially recognized it. It expanded to the UK in 2019, generating ￡800 million in sales.
The Principals Behind the Success
1. Social Proof: As more people participated, it created a virtuous cycle of engagement.
2. Reciprocity: American Express fostered goodwill and loyalty by providing value to small businesses.
3. Identity Economics: Supporting local businesses became part of consumers' self-image, making them feel like they were doing good and giving them a quick— and addictive—dopamine hit.
4. The Mere Exposure Effect: Simply seeing the brand repeatedly increased familiarity and positive associations with the AMEX brand.
Lessons Learned
Build a platform, not just a campaign
Campaigns are annual. Platforms endure.
Small Business Saturday didn’t just promote a single event—it became a movement. By keeping the concept alive, American Express made it bigger than themselves and more effective every year. But, with each year, new campaigns supporting the same central platform kept it fresh and relevant.
Marketers often ditch campaigns too soon. They get tired of the idea before the audience does. That fatigue cuts campaigns short before they reach full potential. Don’t confuse your burnout with audience disengagement.
Align with cultural trends and needs
They tapped into a recently reinvigorated desire for authenticity and local support.
At the same time, they met the real needs of struggling small businesses. A perfect match between a cultural shift and a cultural need.
Balance immediate impact with long-term brand building
Yes, the campaign drove card usage. But more than that, it positioned American Express as a true small business ally. That long-term connection will pay off as these businesses grow and need more advanced services, which, of course, AMEX offers. A win today, and a win tomorrow.
Small Business Saturday is more than a successful marketing campaign. It's a case study in strategic thinking, cultural relevance, and long-term positioning. In a world of fleeting moments, they built something enduring that continues to benefit the brand and the small businesses it supports year after year.
Making The Case is a weekly newsletter written by Zachary Carpenter that dissects advertising's greatest hits. Each issue peels back the layers of a legendary campaign, revealing the strategy, creativity, and sheer grit behind its success. From boardroom battles to breakthrough moments, these are the stories of how great ideas became unforgettable campaigns. For marketers, creatives, and anyone fascinated by persuasion, it's your backstage pass to advertising brilliance.