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On November 30, the country will celebrate the fourth annual Small Business Saturday, a day when Americans support their small businesses that are such an integral part of their local economies. American Express kickstarted Small Business Saturday in 2012 in response to small businesses’ need for more customers amid a lingering bad economy. The idea behind the event isn’t just to have a single-day rally for local business, but to give them a leg up at the start of the holiday spending season.

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