Everyone seems to have a new holiday concept. We successfully launched one.

Sandwiched between Black Friday and Cyber Monday, two holidays centered around people shopping at big box and online retailers, Small Business Saturday is a holiday we designed to encourage people to shop small instead. With nearly 3 million Facebook fans and a trending Twitter hashtag, the first ever Small Business Saturday garnered outspoken support and success, including from President Obama himself.

Since then, it's become an annual holiday season fixture, and is arguably now as iconic and celebrated as its big box bookends.