Small Business Saturday was started in 2010 by American Express to encourage shoppers to buy from small and local businesses.
By now, social media marketing is a standard for this themed holiday shopping day, which falls between Black Friday and Cyber Monday.
On Twitter, @ShopSmall has nearly 50,000 followers. On Facebook, Small Business Saturday has nearly 3.5 million likes. On Instagram, it has nearly 12,000 followers.
Businesses and shoppers are encouraged to use #shopsmall and #SmallBizSat to identify social media posts related to Small Business Saturday.
Publicity is helping spread the word, as well. Search for "Small Business Saturday" and you'll see more than 229 million results. Some are links to small businesses and some are links to news stories, local commentaries, and more. The Small Business Administration is also spreading the word. I'm doing my part on Saturday!