MIAMI (CBS4) — What comes between Black Friday and Cyber Monday? Small Business Saturday is now hoping to become a staple in the big launch to the holiday shopping season.

American Express promoted the new Saturday shopping special designed to be a much needed shot in the arm to small businesses struggling to survive in this economy. As shoppers are much more guarded with their holiday money, it is a David and Goliath fight between big box stores and small business to win those dollars.

Under the promotion, customers who shop with their American Express card get a $25 credit if they spend $25 or more at a small business. It’s a promotion that local mom and pop owned stores in South Florida have bolstered with their own promotions to lure in the customers.

“Today we’re actually having 50 percent off of all merchandise and we rewarding anyone who comes into purchase today 20 percent off on a later purchase,” said Christian Villanueva, an owner at My Sister’s Closet, a clothing boutique in South Miami.

He said the promotion worked to pack the tiny store front. At one point during the day Villanueva said they had to create additional rooms for shoppers to try on the clothing in the busy store.

Around the corner at FootWorks Miami, Mark McDonnell proudly holds up the running tank top that he purchased for his fiancée.

“It’s good that there’s something that’s happening to support disadvantaged enterprises,” he said referring to the American Express promotion.

Hans Huseby has owned the shoe store for 35 years with his wife. He said at times they’ve had to reinvent themselves and find ways to keep bringing in the customers.

“I tell you what it’s a long haul,” Huseby said.

This is the first year for Small Business Saturday.