Description: Three years ago, American Express (AXP) claimed the Saturday after Thanksgiving as Small Business Saturday, enticing shoppers with rebates if they swiped their AmEx cards at local independent stores the day after Black Friday’s big-box doorbuster sales. The next year, shopkeepers in Portland, Ore., asked: Why not make Black Friday for small business, too?
Date: Nov 21, 2013
Questions for Discussions:
- Why was the promotional program successful?
- Are customers at small and large retailers the same people?
- What determines the decision to shop at a larger or smaller retailer?
- How should smaller retailers respond to this report?