Small Retailers Get Creative to Draw Black Friday Shoppers

During the holidays, small retailers feel like the little kid in a big family, jumping up and down to get attention. They can't match the pre-Black Friday hoopla of the big-box stores, so they're trying new ways to say, "Hey, look at me!" American Express launched the most successful national campaign in 2010, naming the Saturday after Black Friday "Small Business Saturday." It's a win-win-win, with consumers getting discounts at participating small businesses when they use an Amex card, retailers receiving tons of free TV advertising for the event, and American Express adding more retailers that accept its cards.