Which organization launched the first Small Business Saturday in the United States in 2010?

American Express launched the first Small Business Saturday in the United States in 2010.

The shopping event was created as a counterpart to Black Friday and Cyber Monday, directing attention toward independent retailers, restaurants and service providers. The inaugural event took place on November 27, 2010, between those two better-known shopping days.

American Express promoted the idea through its marketing and merchant programs, while local governments, business groups and consumers gradually adopted it. The day is held on the Saturday after Thanksgiving in the United States and has become a recurring feature of the holiday shopping season.

Small Business Saturday is sometimes confused with Small Business Week, which is a separate observance associated with the U.S. Small Business Administration. The event’s original launch organization was American Express, although participation later extended well beyond the company’s own cardholders and merchants.