POSTED: Friday, November 25, 2011 - 1:59pm
UPDATED: Sunday, January 8, 2012 - 3:21pm
NBC NATIONAL NEWS — Wedged again this year between the shoppers who'll be out on Black Friday and the ones who'll go online for CyberMonday are the ones who'll stay real close to home on Saturday.
Small stores are at a disadvantage against big retailers, who have big marketing budgets to attract Christmas shoppers.
That's why for the second straight year American Express has launched its small business ad campaign to steer holiday shoppers toward local independently owned businesses on Saturday.
For obvious reasons, American Express is hoping Small Business Saturday becomes as successful as Black Friday.
American Express says small businesses need help because new research shows small stores account for 11 percent less of total retail sales than they did 20 years ago.