Gov. Jay Inslee and NFIB, the state’s largest and leading small-business association, are teaming up to make every Washingtonian aware of this coming Saturday’s march on Main Street.

The governor has declared November 28 Small Business Saturday in an official proclamation issued last week. NFIB, together with American Express, are joining together to help promote Washington state’s mom-and-pop, Main Street enterprises.

“Small Business Saturday is a great way to put the nation’s Main Street businesses front and center as we enter the holiday shopping season,” Inslee said. “I’m calling on every Washingtonian to visit the shops lining every Main Street in our state, which are more than just businesses. The people who run them are our neighbors and for many, the people who give our sons and daughters their first start in their working life.”

Patrick Connor, Washington state director for the National Federation of Independent Business, thanked the governor for his support. “We are thankful for the governor’s support in our efforts with American Express to pull some of the holiday shopping away from the malls and onto Main Street,” said Connor. “Surveys taken by NFIB since the Great Recession have found small businesses desirous of one thing more than any other: Customers! Lower taxes and fewer regulations are always helpful, and loan-availability is only negligible, but more customers walking through the shop door is tops. Increasing sales is lifting the foot off of the Superman’s cape of job-creation and healthy economies.”

Started by American Express in 2010, Small Business Saturday has since become a huge success, last year drawing 88 million customers who spent $14.3 billion dollars, according to American Express’s research. This year, AMEX says 55 percent of U.S. customers are aware of the special day. Additionally, its research found:

• 80 percent of consumers are willing to pay slightly more for an item if its purchased from a small, independently-owned retailer as opposed to online or at a larger retailer

• On average consumers are planning to do 35 percent of their holiday shopping at small businesses

• 45 percent of consumers who expect to shop on the day plan to spend more on Small Business Saturdaythis year than they spent last year

• Almost 64 percent of consumers who plan to shop on Small Business Saturday are motivated by the contributions that small businesses make to their community.