First observed 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 and shop at businesses that are small and local.
In 2010 the holiday was conceived and 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.
Infinitely Sweet let seven local businesses that do not have stores set up a booth at their boutique. Some of those stores were Simplee Delicious and The Sydney Ives Foundation.
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