Small Business Saturday is one day every year set aside to a support small businesses across the entire United States. The event was started by American Express in 2010, and is celebrated on the Saturday after Thanksgiving. Nestled in between Black Friday and Cyber Monday, this event encourages consumers to get out and shop at their local neighborhood stores.
In 2016, an estimated 112 million shoppers participated in the seventh annual Small Business Saturday by shopping at local shops, setting a new record for the event. The goal of Small Business Saturday is to remind consumers that they play a key role in helping the small businesses in their community thrive, and encourage them to get out and shop and dine at local businesses. Founding partner American Express keeps the trend continuing after Small Business Saturday and all year long with the Shop Small campaign — a nationwide movement to celebrate small businesses every day.