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This essay discusses the public relations campaign Small Business Saturday. Originating in 2010 as a response to economic downturns and aimed at spotlighting local businesses, this annual event has transcended its corporate origins to become a celebrated national holiday. This essay delves into the evolution and significance of Small Business Saturday, tracing its trajectory from inception to its current status as a cultural fixture. It also examines how American Express has teamed up with many other businesses to promote the holiday and give resources to small businesses. The event has become so well known that the United States Senate has recognized it as a national holiday and it has become one of the most successful public relations campaigns in recent years.



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