COLUMBUS, Ga. – Small Business Saturday, the day after Black Friday and two days before Cyber Monday, continues to build up a head of steam, Marketing Daily reports. Started eight years ago by American Express, the day promoting small retailers has gained momentum as consumers are encouraged to frequent merchants in their own backyard.

“American Express helps build the campaign by creating customizable marketing materials that retailers can use to promote the effort. It’s another brilliant marketing effort by the credit card company; the Small Business Saturday Facebook page has more than 3.4 million likes, and momentum grows each year,” said Rohit Arora in Forbes article.

The day helps retailers both with in-store and online sales. “Most creative entrepreneurs have websites where customers can purchase individual pieces or book commissions, and many are running online specials through the weekend that they will announce the week of Thanksgiving,” wrote Carrie Beth Wallace in the Columbus Ledger-Enquirer. “An effective way to stay in the loop for online sales throughout the holiday season is to follow local artists on social media. Most will update daily and some even post photos of work in progress.”

Corporate partners Etsy, Grubhub, FedEx and the U.S. Small Business Administration assist retailers in capitalizing on the day. Around 112 million consumers said they shopped at a small retailer in 2016, a 13% bump from 2015, according to American Express.