LOS ANGELES (CBSLA.com) — A new but fast-growing holiday was being celebrated Tuesday as part of an effort to balance out the consumerism of Black Friday and Cyber Monday.

The holiday, Giving Tuesday, has been celebrated for a few years and has grown in popularity recently as many public figures such as Mark Zuckerberg have lent their support. On Tuesday, the Facebook founder announced he will donate 99 percent of his Facebook stock to charity.

Working mother Melanie Wolff  was doing her part Tuesday simply by going for a stroll. By using the Charity Miles app, she was able to select a sponsor to donate to an AIDS charity for each mile she walked.

“I want my son to grow up in a world where there are positive things, and I want him to understand the idea of giving back,” she said.

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