The Coral Gables Chamber of Commerce encourages residents to “shop small” at local, independently owned businesses during the third annual Small Business Saturday on Nov. 24. Some 30 Coral Gables merchants are participating.

American Express, the founding sponsor of Small Business Saturday, created the national program in 2010 in response to small business owners’ most pressing need: greater demand for their products and services.

The Coral Gables Chamber, which American Express again has selected to take the lead on the initiative locally, recognizes the importance of small businesses, the jobs they create and the impact they make on local communities.

According to the Small Business Administration, small businesses have generated 64 percent of net new jobs over the past 18 years and employ just over half of all private sector employees.

“We are proud to have the Coral Gables Chamber of Commerce join the Small Business Saturday Coalition,” said Maryann Fitzmaurice, senior vice president, American Express. “It is critical that we get as many supporters on board as possible to generate demand for small, independently owned businesses this holiday season and beyond.”

Activities will start at 10 a.m. Nov. 24 at Gymboree Play & Music at the Village of Merrick Park with Mayor Jim Cason presenting a proclamation declaring it Small Business Saturday in Coral Gables. There will also be a check presentation to the Coral Gables Community Foundation to support small business training programs. At 4 p.m. the $100 Start-Up Competition opens at Book & Books, 265 Aragon Ave.

“The very first Gymboree I started back in 1983 was located in Coral Gables. So it is like coming home,” said Gymboree owner and President Coni Goudie. “I am extremely proud of this Gymboree and I know our customers are so glad to have us back in the community in such beautiful surroundings; we are honored to host the kickoff as host for Small Business Saturday in the Village of Merrick Park.”