In between two of the biggest shopping days of the year – Black Friday and Cyber Monday – is yet another designated shopping day, Small Business Saturday, which allows shoppers to support local businesses, entrepreneurs, and communities. This year, the shopping day which was launched by American Express in 2010 to encourage customers to shop local during the busiest time of year for retailers, fell on November 25, 2023. In the U.S. there are 33.2 million small companies and they make up 99% of all businesses. In 2022, Small Business Saturday drove an estimated $17.9 billion based on the 2022 Small Business Saturday Consumer Insights Survey commissioned by American Express. The importance of shopping local goes beyond supporting the little guys – 67% of every dollar spent in small businesses stays in the local communities. Smaller companies with fewer than 500 employees account for 44% of U.S. economic activity, are more active in their communities, thus creating a net of new jobs.