Small Business Saturday Grows Up

Small Business Saturday, an AmEx invention, resonates with shoppers
Photo illustration by 731: Shopkeeper: A J James/Getty Images

Leslie Bowers’s customers arrived in droves the Saturday after Thanksgiving, increasing sales fourfold at Peace of the Earth, her Louisville natural bath boutique. They opened their wallets for Small Business Saturday, a marketing campaign created by American Express in 2010 that offers cardholders a $25 rebate to shop at local, independent stores the Saturday after Thanksgiving.

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