Last year, 95 million shoppers supported their neighborhood businesses, celebrating the day as a new holiday shopping tradition.
According to forbes.com small businesses offer customers "an experience." Local companies can provide personal service that is not usually possible with large corporations. Good service encourages customers to build personal connections with the businesses they buy from, making them more inclined to come back more often.
And when you buy local, the money is most often kept in the community, through taxes and sponsorships, which helps the entire community thrive.
Another advantage of buying from small businesses is that the owners are experts in whatever they are selling. They worked hard to build their businesses and are passionate about what they sell. By shopping small, customers have better chances of getting their questions answered by someone who knows what they are doing.
Small Business Saturday was created in 2010 by American Express as a way to celebrate and support small businesses. Though consumers are encouraged to buy local as often as they can. The day itself continues to gain popularity, making it one of the busiest shopping days during the Christmas holiday season.