American Express Open: Small Business Saturday



American Express OPEN's mission is to help small businesses do more business. That's why in 2010 American Express created Small Business Saturday®, a day to help small businesses get what they needed most, more customers.

Leveraging American Express' network of Cardmembers and merchants, the initial Small Business Saturday brought millions of buyers and sellers together in a way that drove more business to America's independent retailers and restaurants.

Building upon the tremendous success of the inaugural Small Business Saturday, in 2011 we set out to make this day a permanent fixture of the holiday shopping season. Our goal:drive even more business to America's independent retailers.

To help Small Business Saturday become an annual tradition, we needed to activate both merchants and consumers, to make the day their own. We provided merchants with tools and resources to get the word out to their customers. For consumers we made it easy to discover local businesses, support the cause, and shop the day.