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New York's Mayor Bloomberg to Kick Off Second Annual Small Business Saturday

Black Friday is one of the biggest retail days for big box stores and Cyber Monday sets record numbers for online shopping, but stuck in between them is Small Business Saturday, a day to support small businesses. Oct. 27 marks the start of the countdown to the second annual Small

Business Saturday, which will take place on Nov. 26, as Mayor Michael Bloomberg and Kenneth Chenault, chief executive officer and chairman of American Express, will hold a 10 a.m. press conference at family-owned men's retailer, Rothman's, kicking off this year's event.

Small Business Saturday was started by American Express and 130 partners in an attempt to help drive up sales for small businesses in local communities.  This year's event looks to improve upon the numbers from last year, where 1.2 million Facebook users "liked" the Small Business

Saturday Facebook page and American Express reported a 28 percent jump in sales from the previous year.

"For 2011, it is going to be bigger and better, we have a really large and national campaign planned to generate press," said Patricia Norins, spokesperson for Small Business Saturday. "We are hosting 15 live events in cities across the country."