Just after Thanksgiving, businesses celebrate Black Friday and Cyber Monday to draw in shoppers and set the tone for a high-revenue holiday season. For many years, the biggest brands won on these shopping days, and that's why American Express created Small Business Saturday in 2010, in direct response to the Great Recession.

Times were tough for lots of businesses post-2008. Amex aimed to give small and local brands a leg up, with a dedicated day to court shoppers at the start of the holiday season. In 2023, consumers spent an estimated $17 billion on Small Business Saturday.

There's a lot for small business owners to gain by joining in on the festivities. That's why we're here to encourage you to create your plan and launch some Small Business Saturday marketing ideas.