In 2010, the Small Business Saturday promotion was created and sponsored by American Express, who registered the URL SmallBusinessSaturday.com and registered the trademark for the term Small Business Saturday.
Small Business Saturday is held each year on the Saturday following Thanksgiving. The hashtag #SmallBusinessSaturday was created on Twitter in early 2010 and is now used to promote small businesses on any Saturday. Additional hashtags have come into common use across multiple social media platforms including #SmallBizSat, #SmallBizSaturday and#ShopSmall promoted on Twitter at twitter.com/ShopSmall. American Express also published an official Facebook Page at facebook.com/SmallBusinessSaturday.
Anyone can get some valuable Small Business Saturday marketing graphics and tools at the American Express dedicated website.