After the madness of Black Friday, small businesses are making a push to boost their sales this weekend.

This Saturday is the third annual “Small Business Saturday.” American Express dubbed the Saturday following Thanksgiving Small Business Saturday in 2010. Since then, a number of organizations, including the U.S. Small Business Administration, have begun urging Americans to “shop small.”

Marianne Markowitz heads the Small Business Administration for the Midwest region. She said with all the business Black Friday typically gives to larger retail stores, it is important to have a day to highlight local businesses.

“Small businesses create two out of three net new jobs every year, so two-thirds of all of our jobs every year are created by small businesses,” Markowitz said. “And over half of Americans who work either work or own a small business, so they’re the fabric of not only our neighborhoods and our communities but our economy.”

Markowitz said about 103 million people participated in Small Business Saturday last year and expects that number to rise this year.