Gem Jewelry Company owner Linda Orenstein noted that term “Small Business Saturday” was coined by the American Express Company, but the marketing just stuck. “It’s sponsored by American Express, but then everybody kind of jumped on the bandwagon,” she said. Local retailers in Gainesville, like Gem Jewelry, are hoping that shoppers embrace the notion of buying small and local on the Saturday of the year’s most popular shopping weekend after they came out in strong numbers Friday.