MADISON (WKOW) -- Saturday marks Small Business Saturday.
People may be familiar with Black Friday and Cyber Monday, but there's another shopping day in between called Small Business Saturday.
This retail holiday was created by American Express in 2010.
Saturday will be focused on getting exposure for "mom and pop" stores that can't compete with large retailers.
American Express, along with a slew of influential partners including the Small Business Administration, multiple professional sports organizations and some of the country's biggest corporations, including Facebook, want consumers to "shop small."
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