The latter featured speakers and a performance by singer and LGBT advocate Mary Lambert. According to the 2014 Small Business Saturday Consumer Insights Survey, Americans spent $14.2 billion at independent retailers and restaurants during last year's event, up from 2013's $14 billion. This in part was due to increased public awareness — President Obama endorsed it, 450 cities and 40 states issued promotional proclamations and the U.S. Senate unanimously passed a resolution that designated November 29, 2014, as Small Business Saturday. Valerie Grillo, American Express Co. But what the public might not be aware of is how the event echoes the year-round work that American Express has been doing within its company to support LGBT employees. Chief diversity officer Valerie Grillo spoke with Diversity Executive about how internal practices met external initiatives to create a day that benefits clients, business owners and the company's own bottom line. Edited excerpts follow.