Saturday is a day to "shop local" and "shop small." Sunday is a day to hit the museum.

Nov. 30 is the 10th annual Small Business Saturday, which falls between Black Friday and Cyber Monday and serves as the kickoff to the holiday season for independent retailers and restaurateurs.

American Express created the day in 2010 to encourage people to shop at small retailers, and many small-business owners will do their biggest business of the year Saturday. 

This year, the credit card company is "illuminating the challenges and opportunities" for small-business owners.

“Retail is changing, but local shops are the fabric of our communities, helping them to thrive in the future is part of our brand ethos and backing promise," Elizabeth Rutledge, American Express chief marketing officer, said in a news release.

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According to American Express, consumers reported spending more than $100 billion at small businesses on Small Business Saturday over the past nine years. The company estimates that two-thirds of every dollar spent at a small business stays in the community.  Learn more about the day at www.shopsmall.com.

Then Sunday is Museum Store Sunday when museums and other cultural institutions offer shoppers unique options. Many stores will have shopping discounts, in-store events and gifts with purchase.

The day was created in conjunction with the Museum Store Association to educate the public about the role museum stores play in funding cultural institutions and to offer a new option for gift giving.

For the third consecutive year, more than 1,400 museum stores will offer "relaxing, inspired shopping inside your favorite museums and cultural institutions," according to the day's website, www.museumstoresunday.org, which lists participating stores.

Follow USA TODAY reporter Kelly Tyko on Twitter: @KellyTyko