Small Business Saturday Night on November 29, 2014 in New York City. (Photo by Craig Barritt/Getty Images for Small Business Saturday Night)

Big retailers invest millions in their Black Friday strategies each year. How can small business owners compete during the critical shopping season? Here is a retailer’s guide to Small Business Saturday and how business owners can use their individuality to market themselves.

Why Small Business Saturday Matters Now More Than Ever

Public relations is an expense that is often difficult to justify for small businesses. That’s one reason why business-owners should take Small Business Saturday seriously.

Beyond The Black Friday Deal: 15 Brands That Leave A Long-Term, Social Impact

Whether you shop on Black Friday, Small Business Saturday or Cyber Monday, consider buying from a company that has more than the bottom line in mind. From skateboards made of old fishing nets, to rugs hand-woven by Oaxacan artisans in Mexico, learn how your penchant for gift-giving could leave a deeper social imprint.

It’s not too late to generate some extra PR for Small Business Saturday. Social media-savvy entrepreneurs share cost-effective tips for drumming up business this weekend.

Photographer: Antonio Heredia/Bloomberg

Stop spending so much precious energy, time, and money courting the hordes of holiday bargain-hunters. Instead, focus on identifying and rewarding high-value customers and attract more like them year-round.

(Photo by Dave Kotinsky/Getty Images for Macy’s)

The tryptophan and carb-rich Thanksgiving feast can push even the hardest workers into days of lethargy. But some entrepreneurs continue to find inspiration in unlikely places throughout the holiday weekend. A peek into the history of the century-old Thanksgiving Parade, for instance, offers lessons that can help all types of businesses.