Americans spent $19.6 billion on Small Business Saturday, which this year was held on Nov. 30.

That’s according to American Express, which launched this shop-small initiative in 2010, helping to promote local retailers that lack the marketing dollars of the big box stores.

Spending this year increased by $2 billion over 2018, according to the U.S. Small Business Administration, which joined the campaign in 2015 as a co-sponsor.

“Small Business Saturday is demonstrable proof of the big economic benefits of shopping small,” SBA Regional Administrator Steve Bulger said in a statement.

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