Small Business Saturday and the "shop small" philosophy is a marketing antidote to Black Friday and the big box, chain stores that everyone camps out for the day after Thanksgiving. How does Small Business Saturday work? American Express cardholders can pre-enroll their card and when they spend $25 or more at a certified small business on Small Business Saturday in a single, they can get a $25 credit back on a future statement. Small Business Saturday is the Saturday after Thanksgiving (this year, November 24, 2012). Some Lexington businesses are enrolled and participating. Some are just promoting the "shop small" with special incentives for their customers. Ask at the register. Wild Fig Bookstore (at 1439 Leestown) says "As a small local business we often get overlooked in the Black Friday frenzy so we are reaching out to [customers] with our special offer of 25 percent" off books on both Black Friday and Small Business Saturday. The store is owned by Kentucky author Crystal Wilkinson and Ronald Davis, and celebrated its first anniversary this past summer. Joseph-Beth Booksellers at Lexington Green is an enrolled business. They'll also be donating a percentage of sales on local items to Lexington's God's Pantry food bank. Lexington's S and S Tires are promoting Small Business Saturday, and offering customers a ten percent off coupon on their next service when they bring in a new, unwrapped toy to share with Toys for Tots.