In an effort to drive holiday shoppers to independent businesses, American Express OPEN, the company's small business unit, has declared the Saturday after Thanksgiving Small Business Saturday.

American Express will give $100 in free Facebook advertising to the first 10,000 businesses that sign up for the program. Businesses can created a custom, geo-located ad that will run on Facebook leading up to November 27th  by entering a few pieces of information on the site.  Entrepreneurs can also download promotional materials and use various social media tools to promote their businesses on Small Business Saturday. Businesses must sign up by November 18 to qualify.

Shoppers will benefit as well: The first 100,000 people who register their American Express card and use it to shop at independent businesses on November 27 will receive a $25 credit on their statements.