Black Friday — which because of its early start should probably be called something like Gray Thursday — and Cyber Monday and all the other ways retailers promote the upcoming shopping season shouldn’t overshadow one of the most important days: Small Business Saturday.

Now in its third year, the event was created by American Express as a way to encourage consumers to shop locally and support the small businesses that are truly the foundation of our communities and our country.

Last year more than 100 million shoppers hit the main streets, the downtowns and the small stores of America.

Hopefully, this year will be even better.

The initiative has a clear goal: inject life into small town USA.

“As a consumer, you are a key part in helping small businesses thrive,” according to the mission statement for the event. “By shopping or dining at a small business, you’re showing your support for all the small communities around you. This means you could be helping local entrepreneurs offer more jobs, which in turn invigorate the economy.”

It is easy to visit the national big-box retailers and fill every shopping need, but that neglects all the great opportunities for unique gifts and commitment to making our towns better places to live.

No one will be able to do all their shopping at small businesses, but we can all certainly make sure we focus on it.