Small Business Saturday, celebrated annually on the Saturday following Thanksgiving, offers a meaningful alternative to the bustling commercialism of Black Friday. For customers, it’s an opportunity to explore unique, local offerings. For small business owners, it’s a chance to foster deeper connections with loyal patrons and attract new customers in an atmosphere of support and community.

The Origins and Purpose of Small Business Saturday

Small Business Saturday was launched in 2010 by American Express in response to the challenges small businesses face during the holiday shopping season. Following the overwhelming dominance of Black Friday by big-box retailers, the initiative sought to direct consumer attention to small, local businesses that form the backbone of communities. Recognizing the critical role these businesses play in the economy and the unique value they offer, American Express partnered with organizations and municipalities to promote the event...