Small Business Saturday, observed annually on the Saturday after Thanksgiving in the United States, is a national initiative to encourage consumers to shop at local, independently-owned businesses. Launched in 2010 by American Express, the event serves as a counterpart to Black Friday and Cyber Monday, emphasizing the importance of supporting small businesses that contribute to local economies and community vitality.

On this day, local retailers, restaurants, and service providers often offer special deals or host community events to attract shoppers. Consumers are encouraged to "shop small" to help sustain these businesses, which create jobs and foster unique neighborhood character. Small Business Saturday has grown into a popular tradition, celebrated by millions across the country.