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Small Business Saturday is an American shopping holiday created by American Express, held on the Saturday after Thanksgiving during one of the busiest shopping periods of the year. First celebrated on November 27, 2010, it is a counterpart to Black Friday and Cyber Monday, which feature big box retail and e-commerce stores respectively. By contrast, Small Business Saturday encourages holiday shoppers to patronize brick and mortar businesses that are small and local.
In 2010 the holiday was promoted by American Express via a nationwide radio and television advertising campaign. That year Amex bought advertising inventory on Facebook, which it in turn gave to its small merchant account holders, and also gave rebates to new customers to promote the event.
American Express publicized the initiative using social media, advertising, and public relations. At least 41  local politicians and many small business groups in the United States issued proclamations concerning the campaign, which generated more than one million Facebook "like" registrations and nearly 30,000 tweets under the Twitter hashtags #smallbusinesssaturday (which had existed since early 2010) and #smallbizsaturday.
Cinda Baxter, founder of the 3/50 Project, was a national spokesperson for Small Business Saturday. The 3/50 Project encourages consumers to commit to spending $50 of their current monthly budgets with independently owned small businesses they care about.