Small Business Saturday is one Big Business Day

Toni Jakovic
November 25, 2015

American Express initiated the Small Business Saturday (SBS) concept and has been championing the annual campaign actively over the past 5 years. Consumers now have a trifecta of shopping opportunities: Black Friday, Small Business Saturday and Cyber Monday. vomFASS is an avid proponent of SBS and encourages their independent franchisees to participate.

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The success of SBS is a marketing marvel. Launched on November 27, 2010, the first SBS was structured by American Express who advertised heavily and encouraged shoppers to support small businesses on the designated day. The following year SBS received a ringing endorsement from President Obama, governors, mayors and senators. The US Senate officially recognized November 26, 2011 as Small Business Saturday.

By 2012 the little day that could boasted 73.9 million people shopping in small businesses, reported by the Small Business Saturday Consumer Insight Survey independently conducted by Redshift Research. American Express actively invited small businesses to promote the day with personalized ads appearing across the web.

Customers can stop in on Saturday and pick up one of our unique wines to unwind with or spice up their holiday with one of our signature spice blends.

2013 advanced the concept with 1450+ neighborhood champions signed up to rally their communities pledging support as individuals, neighborhoods and local organizations. And last year an estimated 14.3 billion was spent on SBS as reported by the Small Business Saturday Consumer Insight Survey independently conducted by Ebiquity on 11/30/14. Since 2010, 88 million shoppers have “shopped small.” If these past years are an indicator, 2015 promises to raise the bar even higher.

The Forbes article by Rohit Arora recently (11/21/15) took an in-depth look at SBS and its appeal to consumers. “Small businesses power the U.S. economy. In fact, according to the SBA, they represent 54% of all domestic sales and generate approximately 40% of all retail jobs. Small businesses add vibrancy and strengthen communities, as well as their local economies. Small stores pride themselves on high levels of customer service, the one-on-one attention that big box retailers simply cannot offer. While typically small retailers cannot compete well on price, they can offer unique items, helpful service, and the personal touch that seems to get lost in the Black Friday hysteria. Smart retailers partner with other businesses, such as nearby restaurants, on special promotions to generate added value for customers. Savvy marketers will take it another step and promote deals and partnerships on social media with the hash tags #SmallBusinessSaturday and #ShopSmall.

It is important that we remember to shop local at the stores that support our community not just on Small Business Saturday, but all throughout the year. Small business is the key to the American economy and this annual initiative has evolved as a great way to offer support to the great entrepreneurs of our country.”

At vomFASS we think we should celebrate small business every day, but SBS is the perfect reminder to support and patronize locally owned businesses.

Here’s the perfect coleslaw to add crunch and tang to your Thanksgiving leftovers. Try a dollop on your turkey sandwich….yum.

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16 oz. Coleslaw package
¼ C. vomFASS Cranberry Balsamic
2 T. Sugar
2 T. vomFASS FassZination Walnut Oil
1 t. vomFASS Pyramid Sea Salt


1. Add pre-cut coleslaw to a large bowl. Set aside.
2. In a small bowl, combine all remaining ingredients and whisk to combine.
3. Pour vinegar mix over coleslaw and toss to coat thoroughly.
4. Chill and serve.



Disclaimer: This information is not intended as an offer to sell, or the solicitation of an offer to buy, a franchise. It is for information purposes only. Currently, the following states in the United States regulate the offer and sale of franchises: California, Hawaii, Illinois, Indiana, Maryland, Michigan, Minnesota, New York, North Dakota, Oregon, Rhode Island, South Dakota, Virginia, Washington, and Wisconsin. If you are a resident of one of these states, we will not offer you a franchise unless and until we have complied with applicable pre-sale registration and disclosure requirements in your jurisdiction.