What is Small Business Saturday? In 2010, American Express founded Small Business Saturday to help businesses with their most pressing need — getting more customers. The day encourages people to shop at small businesses and dine in locally owned restaurants on the Saturday after Thanksgiving to kick-off the holiday shopping season. The single day has grown into a powerful movement, and more people are taking part than ever before.

What does it mean to Shop Small? Shopping “small” simply means to fulfill shopping, dining, and service needs at a smaller, locally owned business, especially on Small Business Saturday.