Between Black Friday and Cyber Monday is a new shopping holiday to mark on your calendar -- Small Business Saturday. There's something in it for both retailers and customers.
When most people think about Christmas shopping, the big-box, national retailers come to mind.
American Express is encouraging shoppers to swipe their credit card at an independently-owned business Saturday to earn rewards. The first 100,000 cardholders who sign up online get a $25 credit for spending at least that much at a small business.
Small businesses say they can't afford to give the deep discounts that major retailers can.
"That's really hard. We don't compete inside that market," Helen Ficalora, owner of a jewelry store by the same name, said.
But small businesses say they have something else to offer -- original gifts and personal service.
"It's a perfect day to support America. My whole collection is designed by me, so you wouldn't find it anywhere else," Ficalora said.
"If you come in, I might not remember your name but I'll try to recognize your face for sure," Brent Shankle, co-owner of Uptown Popcorn, which sells about 75 custom flavors, said.
Both stores opened new locations just this week at NorthPark Center. Customers recognize the value of small businesses.
"They can give you better customer service. And if you're a regular, you go in, they know exactly what you're looking for and what you've gotten in the past," shopper Jeff Zawadzki said.