Small businesses say it's hard to compete with large, chain stores, but their loyal customers keep coming back because of the relationship they've established with the business.
Small Business Saturday was established in 2010 by American Express in an attempt to steer shoppers toward brick and mortar businesses in their towns during the weekend of holiday shopping bookended by Black Friday and Cyber Monday.
Tony Yencsik, owner of Tony's Flowers, said in the hour since he had opened the store Saturday morning, he already had 12 customers, which he said is unusual for a weekend.
"Yesterday [Friday] was light because people were still doing the big Black Friday stuff," Yencsik said. "With Small Business Saturday, you never know what's going to happen, but it's been pretty steady."
What could have helped drive shoppers to local businesses is more advertising for the event this year, Yencsik said.
"I've noticed more ads this year nationally than ever before," he said. "It makes people stop and think that those small businesses do employ people, they are helping the community."