(USA Today) — Thanksgiving weekend is traditionally the kickoff of the holiday gift buying season, and it’s vitally important to retailers. Most Americans, of course, head off to giant stores. But this year, American Express has launched an initiative encouraging Americans to spend some of their holiday dollars in small, local stores. They’ve declared the Saturday after Thanksgiving “Small Business Saturday.” Even though this originates as a corporate initiative, “Small Business Saturday” is a great idea. By choosing a day in the most-important shopping weekend and giving it a specific name — Small Business Saturday — American Express is hoping this will catch on the same way as Black Friday for giant sales and Cyber Monday, the Monday after Thanksgiving, for sales online.