(INC) - Consumers preferred big-box stores on Black Friday. But, according to retailers--and social media--Small Business Saturday is actually gaining traction.American Express created Small Business Saturday in 2010 with a basic concept: If you build it, they will come. This year, to encourage consumers to shop locally (and, ostensibly, to improve its image in the small-business community), AmEx offered 100,000 cardmembers a $25 credit for shopping locally. That's a possible $2,500,000 in free money.