Colleen Chen, News 9

OKLAHOMA CITY -- Saturday is being touted across small stores and social media websites as the first ever Small Business Saturday.

Small business owners said they can often get lost in the shopping frenzy shuffle between Black Friday and Cyber Monday. American Express is promoting the idea of Small Business Saturday and is adding incentives for shoppers.

The credit card company is giving a 25 dollar credit for American Express customers who enroll their card in Small Business Saturday and shop on November 27, 2010 at small businesses.

The first 100,000 who enroll get the deal. Dozens of organizations are joining American Express in the effort to promote Saturday for small businesses.

42nd Street Candy Company in Oklahoma City is participating in the cause.

Owner Teresa Wall called the movement important and exciting.

"Small business are the backbone of this country. Customers are drawn to the massive markdowns at big box stores on Black Friday, but the small businesses offer the things you can't get anywhere else. We've got things priced for every budget," Wall said.