(NECN: Kristen Caira) - You've heard of Black Friday and Cyber Monday, but how about Small Business Saturday?
American express came up with the idea in an attempt to help independent merchants. Today was the first-ever day specifically celebrating small businesses in the holidays.
The point is for consumers to start buying from little guys during this busy shopping weekend
A ceremony in Roslindale was held just to bring attention to it. While the push is for small businesses, it was started by big business.
American Express is offering incentives to a limited number of cardholders buying things. While consumers aren't fond of credit card fees, they like idea of having a national campaign for small business, and hope the idea catches on.