Philanthropic organizations want to capitalize on the spending campaigns of "Black Friday" and "Cyber Monday" - and also flip the idea of consumerism on its head.
The idea behind "Giving Tuesday" is to take time to donate to charity, after two of the biggest shopping days of the year.
Eileen Heisman is the CEO of National Philanthropic Trust - one of the groups promoting the campaign.
"This is the first year, but I think it's going to continue," said Heisman. "I'm almost positive it is, and so I think in the following years we'll see a much bigger push and more visibility for people taking this time of year to give back in a more formal way on this day."
Charities report nearly a quarter of their annual donations come between Thanksgiving and New Years.