Small Business Saturday is observed on the first Saturday after the Thanksgiving holiday. American Express came up with the idea to help bring attention to small businesses during the busiest shopping time of the year for retailers.
The idea for Small Business Saturday was introduced via a marketing campaign in 2010. American Express promotes the concept by offering free advertising and a special location marker on the Shop Small map to small businesses that accept its credit card. The U.S. Senate, President Barack Obama and the Small Business Association have all stated their support for the popular idea. The Shop Small map can be located at shopsmallnow.americanexpress.com.