Small Business Saturday is a campaign that was created by American Express to encourage holiday shoppers to patronize brick and mortar businesses that are small and local.

It is always held on the Saturday after Thanksgiving during, as a counterpart to Black Friday and Cyber Monday, which feature big box retail and e-commerce stores.

The idea for Small Business Saturday was conceived in 2010 and promoted by American Express through a nationwide radio, television and social media advertising campaign.

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