Small Business Saturday & the
"Shop Small" Movement

In 2010, American Express founded Small Business Saturday – a new shopping day between Black Friday and Cyber Monday devoted to supporting Main Street, USA. What began as a digital activation has flourished into a recognized holiday — reinvigorating small businesses, uniting communities and stimulating local economies nationwide. I helped develop the initial concept and the digital campaign that sparked a movement.



Client: Amex
Art Director: Allyson Paisley
Writer: Ronnie Lee
CD: Jesse Suchmann & Atit Shah

The case study

The Movement

OBAMA tweeted about Small Business Saturday!

the "Shop Small" badge can be seen all over America

The Online Hub