BUSINESS: The Independent Eye: Biz Tactics Reminder: Encourage Your Community to ‘Shop Small’ This Weekend By Staff Tuesday, November 23, 2021 8:15 AM NEW YORK—While shopping local is a philosophy for most independent eyecare professionals all year round, this Saturday Nov. 27 marks Small Business Saturday, an awareness-building program for all small businesses to take part in to encourage consumers to support their communities and hometown main streets. Established in 2010 by American Express, Small Business Saturday ushers in the holiday shopping season and enables local businesses to reinforce their ties to their towns. In 2011, the Senate unanimously passed a resolution in support of the day, and officials in all 50 states participate. Amex’ Shop Small site is still offering a range of social media tools (free to download) which all independent businesses can share on various social media platforms. While the official Shop Small Neighborhood Ambassadors program applications are closed for this year, there is a listing of all these ambassadors across the country enables other retailers and consumers to search a map of all of them to see how they’re promoting to their communities this season. Further, Amex’ By Black program, powered by the U.S. Black Chambers, Inc., is a unique platform dedicated to supporting and bolstering Black-owned businesses. The platform features an extensive Black business directory and with the support of Amex, the only national Black-owned business certification.