Small Business Saturday is an annual commercial event that is held the first Saturday after Thanksgiving and Black Friday. Promoted initially by American Express in 2010, this event encourages consumers to contribute to the vitality of their neighborhoods by shopping at local merchants in time for the holidays.
The event engendered such positive publicity that the U.S. Senate officially proclaimed the Saturday after Thanksgiving as Small Business Saturday in 2011. Furthermore, 73.9 million people shopped on that day in 2012 and $14.3 billion was spent at independent businesses in 2014. Meanwhile, playing off of the success in America, Small Business Saturday took root in the United Kingdom in 2013.