The hype around Black Friday obscures the fact American Express has made shopping small and local an event in communities large and small across America. It has burnished smaller retailers and boutiques image in the minds of consumers.
And it has done all of it without expecting the merchant to offer disastrous coupons and Groupons and discounts - AMEX picks up the entire of cost of the credit to cardmembers who preregister.
Millennials in particular want to shop smaller retailers. This event brings them out and into merchants' doors...
According to the 2011 Small Business Saturday Consumer Survey by Echo Research, last year’s Small Business Saturday drew over 100 million people.
And while AMEX did not pay me to endorse this event, I firmly believe every brick and mortar retailer should be taking their card.
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