Nov. 25—Lisa Longo recalls when Small Business Saturday started. Over the course of her store, Finestra Gallery, being open for the last 20 years, the day has become not only her favorite, but the single most beneficial thing for her business.

The first two years of the 20 it's been open, Finestra was in Painesville prior to relocating to 4076 Erie St. in downtown Willoughby. People being aware of how much small businesses suffered during the pandemic made last year's Small Business Saturday a success, Longo said.

"It's really a choice to support the small businesses," she said. "Everyone did."

Amid the recession in 2010, American Express created Small Business Saturday, which takes place on the Saturday after Thanksgiving. The day is intended to encourage people to shop small and bring more holiday shopping to small businesses, according to American Express. With the first Small Business Saturday being a success, as well as the Shop Small Movement gaining momentum, local officials across the nation took notice and decided to promote the day. In 2011, the Senate unanimously passed a resolution in support of the day.

Today, officials in all 50 states participate, according to American Express.

"I remember Black Friday weekend before Small Business Saturday was formed," Longo said. "A small store like mine really couldn't compete with the crazy sales that were in the big box stores. People were looking for massive deals and I just couldn't do that type of discount.

"Small Business Saturday was such a great idea and started off small. It was a grassroots effort to promote small businesses that were hurting."

During the first year, American Express gave cardholders $10 back on their credit card if they shopped at a registered small business, Longo said, who remembers registering her business online.

"They sent you little bags, cards and things to give away in your store," she recalled. "It was and still is the best day. All of my best customers always stop in. It's caught on after all these years. Now, it's just a thing just like Black Friday is."

During its first year, many customers didn't know what Small Business Saturday was, Longo said. The following year, she recalls American Express advertising it on TV and right away, people got behind it.

"Black Friday was driven to the big stores," Longo said. "It got bigger and bigger. It's the essence of small business and a day people are focusing on not going to Target, Costco and shopping online."

Over at Stella's Art Gallery, 38033 Euclid Ave., Small Business Saturday is a favorite.

"I feel we truly get to meet local people who are supporting us and the energy it produces is a homey feeling," said Dani Klein, co-owner of the gallery alongside Carol Pitts. "We do have specials and we'll have some artwork that will be on sale."

Everything at Stella's Art Gallery is done by a local artist. The gallery currently has more than 65 artists, 11 studios, two show room galleries and more than 50 artist booths. The gallery has since expanded upward, adding three new studios and eight more artists.

"It's an avenue for people to communicate their work to the public and the need is there," Klein said. "We're a different gallery where we consider ourselves a working art gallery, so when somebody comes in, they'll not only see the artwork, but they'll see an artist here or there in action.

"There's always a few artists who are around doing something and we encourage everybody to go into the studios, and explore."