This Friday, millions of people will be shopping. And millions of people won’t.

Every year, it seems more “conscious consumers” opt out of Black Friday and into the Small Business Saturday/Shop Local movement, started by American Express in barely post-recession 2010 to keep Main Street alive. Almost a decade later, the movement has proven its value: a recent survey found that among consumers who plan to shop on Small Business Saturday, 96% said the event “inspires them to go to small, independently owned retailers or restaurants that they have not been to before or would not have otherwise tried.”

Ah, yes. Amazon Prime Day.

Every year, marketers are bombarded with new marketing terms that promise to lead them to the hottest trends and fastest results. That’s how words like “disruption,” “growth hacking,” and “actionable insights” become as oft-used as “low-hanging fruit” and “let’s take this offline.” But do they really mean anything?