Black Friday and Cyber Monday represent two of the busiest days of the holiday shopping season. But in-between them lies an opportunity for small business owners to claim a share of holiday shoppers’ budgets.

American Express Small Business Saturday is a way to celebrate small business owners and what they contribute to their local communities.

This year’s Small Business Saturday 2020 may look a little different from the events of the past as more customers shift their attention to shopping online in accordance with social distancing guidelines. According to a survey, just 60 percent of consumers say they plan to shop in-store, versus 87 percent who did so in 2019. And a poll found that more than 70 percent of holiday shoppers plan to do most of their seasonal shopping online this year, up from just over half (51 percent) last year.

However, the National Retail Federation estimates that Americans are still poised to spend just under $1,000 on average for the holidays this year.  If you own a business, these tips can help you prepare for Small Business Saturday success.

Learn more: Best business credit cards of 2020

What is Small Business Saturday?

American Express Small Business Saturday first began in 2010 as an effort to shine a spotlight on small businesses. The purpose of this yearly event is to remind and encourage consumers to shop small and support independent businesses online and offline alike.

Since then, it’s