It’s the middle day of the three-day kickoff to the holiday shopping season, but it’s the only one geared toward small businesses.

Sandwiched between Black Friday and Cyber Monday, Small Business Saturday will celebrate its 10th year on Nov. 30 by encouraging shoppers to skip the big-box department stores for smaller, independently owned retailers. American Express credit-card company is behind the initiative and has a resources page  with free marketing materials for small businesses wanting to participate.

“There are so many ways to help your business shine on Nov. 30 and all year long,” the Small Business Saturday website says.  “From customizable marketing materials to a brand-new tool for making social posts shine, we have all the resources you need to get your business ready.”