While everyone knows that Black Friday (the day after Thanksgiving) is the official start of the holiday shopping season for malls and big-box stores, small independent realtors look to the following day to jumpstart their season. Small Business Saturday, which American Express launched in 2010 and promotes heavily, has become one of the busiest days of the year for many independent retailers.

In 2014, more than two-thirds (67%) of the U.S. population were aware of Small Business Saturday. Those consumers reported spending $14.3 billion with independent retailers and restaurants on Small Business Saturday last year, with the average person who shopped that day spending $162.