In 2010 American Express officially launched Small Business Saturday. It took place on the Saturday after Thanksgiving, and it's intention was to promote small businesses across the country and encourage people across the country to shop locally that Saturday. In 2011, the U.S. Senate officially recognized Small Business Saturday and by 2012, an estimated $5.5 billion was spent at small independent businesses on the one day. Last year, over 1,450 neighborhood champions signed up to rally their communities to get involved and support small businesses