Small Business Saturday, which was started last year by American Express, is gaining increased attention this year.

On the Saturday between Black Friday and Cyber Monday, shoppers are being encouraged to shop at small, local, brick and mortar businesses. One way that American Express began promoting Small Business Saturday last year was through Facebook, and the Small Business Saturday Facebook page now has 2.7 million ‘likes.’ The Facebook page provides a way for users to enter their zip code to search for local small businesses that have their own Facebook pages.

On the Wednesday before Thanksgiving, President Obama sent a message to supporters of Small Business Saturday which said:

“From the mom-and-pop storefront shops that anchor Main Street to the high-tech startups that keep America on the cutting edge, small businesses are the backbone of our economy and the cornerstones of our Nation’s promise.” The President went on to say “Through events such as Small Business Saturday, we keep our local economies strong and help maintain an American economy that can compete and win in the 21st century.”

In addition to support from Obama, 34 US Senators and a number of large corporations, including Google, AT&T, AOL, Delta Airlines, Hertz and many others are jumping in to support Small Business Saturday, according to their Facebook page.

So while many of us missed it last year, this is something that looks like it may gain traction and might become a regular part of the Black Friday/Cyber Monday shopping vernacular from now on.