For 10 years, American Express has promoted Small Business Saturday as a way to encourage shopping locally during the holiday season. With this year’s revenue estimated to have reached a record of $19.6 billion on Saturday, Nov. 30, American Express has said it will expand the “shop small” idea into a year-round practice — and consumers are on board.

According to the 2019 Small Business Saturday Consumer Insights Survey, conducted by American Express and the National Federation of Independent Business, 95% of consumers reported that participating in Small Business Saturday made them want to shop at independent businesses year-round. This has impacted American Express’ approach to the annual event.

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