Founded by American Express in 2010, Small Business Saturday takes place each year on the Saturday following Thanksgiving. American Express started the shopping event in an effort to boost spending at small businesses during the holiday season and help establishments remain open during the recession.
Just a year after the shopping event was created, the Senate passed a resolution in support of Small Business Saturday. In the years since American Express created the day, an estimated $85 billion was spent at independent retailers and restaurants. The day is recognized by government officials nationwide, who encourage constituents to spend Saturday at stores in their neighborhoods. One official even decided to offer tax incentives to help stores get a bigger turnout. New Mexico Governor Susana Martinez announced on Wednesday that Saturday would be a tax-free holiday.
Similarly, to Black Friday and Cyber Monday, some stores offer incentives of their own to shop small. Although, many deals aren't advertised in the same way Black Friday and Cyber Monday deals are, simply because the stores aren't national retailers. To help stores promote Small Business Saturday, American Express creates a variety of marketing materials, including flyers and images for social media, that stores can use.