Shop Small, Not at the Mall
Small is the new big
This Saturday, November 25th is Small Business Saturday - one of, if not the most successful marketing efforts ever introduced for supporting local retailers in the United States.
shop small is a Big Idea. About $1,000,000,000,000 Big.
This Saturday, November 25th is Small Business Saturday - one of, if not the most successful marketing efforts ever introduced for supporting local retailers in the United States. Just a short seven years ago, it first started in Boston, MA, where Winsper is located, not as Small Business Saturday, but rather under a public-private initiative to retain the merchants on “Main Street.” This effort then was later sponsored by American Express who know retains the trademark, Small Business Saturday.
why buy Local
Can any other brand agency claim such seismic economic shifts in spending and awareness in a six-year period, especially with a start-from-scratch branding campaign affecting an estimated 1.3M participating small business, almost one trillion dollars since its beginning, and over 100M consumers shoppers?
Maybe Amex’s brand position over time permitted it to be pulled off. After all, Amex has historically been known as to be the go-to card for small business owners in general. For Small Business Saturday, it had the brilliant notion of flipping the coin and using them to drive them into local stores as consumers in a “pay it forward” strategy. Doesn’t everyone remember some of the original ads with Charles F Frost? What a harbinger to 50 years later to now #SmallBizSaturday. In the ad, Charles F. Frost (the faux name on each Amex card in thousands of ads later) appears to be stranded at sea and lands on a remote island only uses his Amex at each local store to buy clothes, go to an Inn and head on back to his seemingly next business adventure.
Marketing firms like to lay claim to making a difference.
With tens of thousands of tweets in recent days #shopsmall, it is terrific to celebrate the creativity, ingenuity, and steadfast commitment to each small business retailer that is the heartbeat of Main Street America. Now that is worth a Holiday Cheer.
Winsper is a boutique marketing services firm, specializing in delivering marketing
strategy and omnichannel execution to premier brands. Our charter is to help those brands make more money, save more money, or ideally both.
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