Participating in the 12th Small Business Saturday on Nov. 26 helps attract current and prospective customers, many small business owners say. Small Business Saturday (SBS) falls on the Saturday after Thanksgiving, squeezed between Black Friday and Cyber Monday. It originated as a campaign to support local businesses and to encourage customers to “shop small.” American Express started the effort in 2010 and has cosponsored the event with Small Business Association (SBA) since 2011.