. >>> joining us right now is denise pickett, she is president of american express open. open is a card issuer for small business owners. is it just me or is it getting harder and harder to be a little guy competing against these giant companies? >> small businesses offer convenience. o a lot of unique onsumers and items and personalized service. >> you're right about the uniqueness too. it's got to be something different. i think about all the shopping i do online now. if you want to get really good discounts, they say you have to sell in bulk. that's not going to happen with small businesses. what do they need to get additional people indoors? >> we created that five years ago. it was really in response to the most pressing needs we saw for small business owners, which is how do we get that traffic during the holiday season. this is the fifth year of small business saturday, and it is bigger and better than its ever been. >> is this a one off for the year or something that helps them throughout the holiday season? >> we were really interested in that. we studied consume