American Express is reinvigorating the holiday shopping calendar with Small Business Saturday (SBS), a day designated to the independent retailer. Heavy promotional campaigns, customer service and deals on a vast array of merchandise are just some of the trademarks of SBS, and as such acts as the mellow counterpart to Black Friday and Cyber Monday. As the holiday season approaches, American Express is reaching out to neighborhoods through the Neighborhood Champions program, which invites small businesses to organize SBS days in their respective communities. Neighborhood Champions partners with business groups like the U. S. Chamber of Commerce, the American Independent Business Alliance, the U.S. Black Chamber and the Latino Coalition to make these SBS days happen. Now, more than 1000 Neighborhood Champions have successfully brought communities together and are beginning to make SBS a tradition. Even President Barack Obama has partaken in SBS festivities, bringing his daughters on a shopping trip to an independent book store in Arlington, VA. American Express continues to spread the word about SBS and hopes communities across the country will make SBS their own.