Small Business Saturday

American Express “Small Business Saturday” isn’t just a one-day sales success like Black Friday or Cyber Monday, although it did generate $5.7 billion in sales in 2013. It’s not even just a great cause-marketing campaign, although it won two Cannes Grand Prix awards among other industry accolades. It’s a cultural movement that has changed the way consumers view and support small businesses. As Mr. Krugman said, when President Obama took his daughters to a local bookstore and tweeted his own pledge to shop small, “That doesn’t happen based on advertising; that happens with advocacy.”

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