Overview
- American Express launched the event in 2010 with partners, and the U.S. Small Business Administration has cosponsored it since 2011.
- Shoppers spent an estimated $22 billion at small businesses on the day in 2024, bringing the cumulative total since inception to more than $223 billion, according to American Express.
- U.S. Chamber data shows 79% of small firms say the holiday period is crucial to yearly profit, reflecting heightened stakes for 2025.
- Forbes Research finds owners increasingly lean into purpose and personalization, with 81% saying customers favor community-minded businesses and 81% calling tailored experiences essential.
- Surveys report mounting strain on Main Street, including 68% saying customers have less to spend, 59% expecting weaker holiday sales than last year, and research indicating $68 of every $100 spent locally stays in the community and can recirculate many times.