Local Businesses Take on Big-Box Retailers

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Independent We Stand , a nationwide movement encouraging consumers to shop local, is partnering with American Express for the second year to promote Small Business Saturday.

"I think it's fantastic," says Independent We Stand's project manager Bill Brunelle. "We are encouraging every one of our 88,000 small-business members to participate. It's a huge media event and it does an excellent job at reminding consumers about the importance of supporting local, small businesses."

However, the goal of the initiative is to make local businesses part of Americans' shopping plans every day of the year. Forty-six percent of respondents plan to create coupons or discounts on a future purchase that day.

A majority of survey respondents say the initiative could be even bigger if more communities came together and hosted events around their small businesses.

"My hope for Small Business Saturday is that ... it becomes a sustainable day like Black Friday without promotion," AmEx's Fitzmaurice Reilly says.

-- Written by Laurie Kulikowski in New York.

To contact Laurie Kulikowski, send an email to: Laurie.Kulikowski@thestreet.com.

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