Last week —following Thanksgiving Day— the US had its famous Black Friday, followed now by the increasingly popular Cyber Monday.

In 2010, when small business were still struggling to cope with the aftermath of the recession, American Express OPEN (the card’s SME program) launched an idea to reinvigorate the local economies.

So Small Business Saturday was born. A holiday that they managed to institutionalize between the two other ones to promote local consumption from small business.

A really well thought-thru social media campaign helped to spread the word and provided the SMEs with a professional geo-targetted social media strategy.