Small business Saturdays originally developed and promoted in 2010 by american express to promote the patronization of small businesses on Saturdays not just the Saturday between black Friday and cyber Monday, but on this Saturday weekend an estimated 103 million Americans shopped at a small business. That estimate exceeded the pre-Thanksgiving projection of 89 million shoppers.

Awareness rose 65 percent this year, compared to 37 percent in 2010, with support from 75 corporations, including Facebook, Google and FedEx; more than 230 small-business advocate groups, public and private organizations. american express chairman and CEO, Kenneth I. Chenault commented “By supporting small businesses across America, they are helping to create jobs, boost the economy and preserve our neighborhoods.”