American Express launched Small Business Saturday in the United States in 2010.
The shopping event was created to encourage consumers to spend money at small, independently owned businesses between Black Friday and Cyber Monday. American Express introduced it as a counterpart to the larger holiday-shopping events associated with major retailers and online commerce.
The idea quickly moved beyond a company marketing campaign. The United States Senate passed a resolution recognizing Small Business Saturday in 2011, and local governments, business groups, and chambers of commerce began promoting the day. The event is held on the Saturday after Thanksgiving.
Small Business Saturday is sometimes confused with Independent Retailer Day or other local-shopping campaigns. Those events may have different organizers and dates, while Small Business Saturday specifically traces its origin to American Express in 2010.