American Express started Small Business Saturday in 2010. Since then, the event has grown to include neighborhoods across the country, and 7,200 "Neighborhood Champions." Amy Marino, VP of Brand Marketing for Experience and Partnerships at American Express, joins Cheddar ahead of the 8th annual Small Business Saturday. She explains how social media has helped the movement. Last year, nearly 250,000 posts were shared across social channels. This helped to get the word out and build hype. Ahead of this Saturday, consumers can go to to find out which small businesses in their areas are participating in this year's event. In an insights survey executed by American Express, results showed that 75% of consumers are planning on shopping in one or more small businesses as part of of their holiday shopping roundup.