Small Business Saturday will be observed Nov. 30

As many consumers gear up for a late-night or early-morning run around town to all the big sales on "Black Friday," signaling the beginning of the holiday rush for presents, don't forget the next day: Small Business Saturday, which promotes shopping at smaller stores. "The day was created in response to small business owners' most pressing need, more customers, and has since grown into an annual celebration of the independent businesses that help boost our local economies," according to a press release from American Express, which founded the event.

Many businesses, especially those in rural areas, also use community newspapers to spread the word, buying advertising in their local paper. The share of businesses that say they rely on TV, radio, and newspaper ads doubled from 9 percent last year to 18 percent this year, according to the Small Business Saturday Insights Survey. It also found that 70 percent of businesses say the day will be helpful in attracting new customers.

The survey found that 75 percent of businesses say the day could be more effective if communities hosted events; 39 percent are planning to collaborate with other small businesses; 33 percent rely on social media; 67 percent are offering discounts; 36 percent are offering coupons for future offers or discounts; 32 percent started holiday promotions earlier than last year; and 21 percent are adding seasonal employees. (Read more)