Shop Small Business Saturday on November 24, 2012. Small businesses contribute towards the health and well-being of their communities. American Express launched Small Business Saturday in 2010 to help spur holiday business for small businesses that were trying to survive the recession. This annual event has grown to local communities all over the country, just like Grand Rapids, Minnesota. In 2011 100 million people across the country participated. There have been additional programs created to help promote shopping at your local small businesses; like 3/50 Project that promotes spending $50 at three small businesses each month to burst the economy. Of every $100 spent at small businesses $68 stays in that community. Small business owners are great supporters contributing both financially and in-kind commitment which leads to healthy communities. American Express purchased advertisement through radio and television as well as facebook in its early years. As this event has grown, social media has been a low cost and effective way to marketing to consumers. The Grand Rapids Downtown Business Association has a Facebook site to promote their annual event.