Small Business Saturday serves to support and promote small and local businesses.  Small businesses are an important part of the American economy, providing 66% of all new jobs and accounting for 54% of all US sales.

Small Business Saturday was created by the American Express Corporation.  Small Business Saturday was first held on November 27, 2010  with help from American Express’ advertising campaigns to support the day. The following year, in 2011, political figures voiced their support for Small Business Saturday.  Since then, Small Business Saturday has been observed annually on the Saturday after Thanksgiving.