Today is Small Business Saturday

Shop owner Suzanne Bishop, left, assists Sherry Allison with a Tuxedo Hi-Lo tunic from The O'Dells contemporary line of California inside her Frankie and Julian's boutique at 330 Frazier Ave. on Black Friday.

Everybody's heard of Black Friday.

Small Business Saturday, an effort to support small, locally owned businesses launched in 2010 by American Express, keeps growing, its organizers say - despite being overshadowed by and sandwiched in between Black Friday and Cyber Monday.

Last year, 95 million Americans reported shopping at small businesses on Small Business Saturday, and they spent more than $16 billion - an increase of 14 percent from the previous year - according to a post-holiday survey released by American Express and the National Federation of Independent Business, which partners with the credit card company to promote local shopping.

American Express initially offered its cardholders a $25 incentive to shop on Small Business Saturday, which was meant to get people shopping again after the recession of 2008-09 and to get them using their American Express cards, according to Gene Marks, a small business expert who writes a blog for The Washington Post.

But even after American Express scaled that back to $10 before finally phasing the incentive out, the holiday has taken on a life of its own, Marks wrote.

It has gained thousands of social media posts, awareness among more than 55 percent of consumers and even President Obama stopping by a locally owned Washington, D.C., ice cream parlor last year on Small Business Saturday with daughters Malia and Sasha.

In Chattanooga, owners and employees at a number of small businesses that were open on Black Friday said they appreciated Small Business Saturday - but it's not their biggest day.

"It's not Black Friday, that's for sure," said Jeremy Parker, store manager at Rock/Creek Outfitters, a locally-owned outdoors store at the Two North Shore shopping complex on Manufacturers Road anchored by Whole Foods supermarket. "But it's a little special something for local business."

The Rock/Creek at Two North Shore will offer some special discounts today in honor of Small Business Saturday, and anyone who spends $75 or more will get a prize from a "treasure chest" of merchandise.

Alex Sachel, the manager of the Willa Collection, a women's clothing boutique at Two North Shore that on Friday offered 25 percent off all coats and boots and 50 percent off its sales rack, said, "most people just carry on their Black Friday promotion for Small Business Saturday."

Suzanne Bishop-West, the owner of Frankie & Julian's, a higher-end women's clothing store at 330 Frazier Ave. in the Frazier Place building, said she got more customers on Small Business Saturday when American Express offered its cardholders a credit.

"We used to have tons of people come in and use their American Express," she said. "That used to bring people in."

But Bishop-West, who on Friday offered 40 percent off her entire store and 50 to 90 percent off the sale rack, said Small Business Saturday roughly matches Black Friday in terms of sales.

"Now I'd say they're both about equal," Bishop-West said.

The Tennessee Valley Authority took the opportunity of Small Business Saturday to tout its efforts to buy from small, local businesses.

TVA spent a record-breaking $1.05 billion with small business suppliers in fiscal year 2016 - a number that's 24 percent higher than it was in 2012, having steadily increased each year since then, TVA said in a news release.

"Every year we look to increase our spending with small businesses," said Althea Jones, manager, TVA Supplier Diversity and Development. "Everything from toilet paper to turbines."

TVA also said it buys services from consultants, contractors and laborers in nearly every aspect of its operations.

Contact staff writer Tim Omarzu at tomarzu@timesfreepress.com or www.facebook.com/MeetsForBusiness or twitter.com/meetforbusiness or 423-757-6651.