RACINE (WITI) -- Today is Small Business Saturday. Main Street shops across the country have their chance to get a share of the holiday dollars.
A walk down Main Street and pay attention to the signs -- these small business are welcoming you inside.
Small Business Saturday started in 2010 by American Express to help small retailers during the economic downturn. It grows every year.
"There's been a lot of momentum building up through social media this whole week with people pledging they were going to shop small today," said Markerting Director for Downtown Racine, Vicki Hastings.
Terry Lui and her daughters participate every year.
"We enjoy it. Beautiful day, beautiful weather, so why not come out," said Lui.
Becca Birckhead, makes this day apart of her Thanksgiving weekend tradition. She and her family spend most of Saturday in downtown Racine looking for unique gifts.
"It just feels a little bit more special I think to be able to give a gift to somebody, you know something that's from, that's locally made -- it's just a little bit more special," Said Birckhead.
And it also helps the local economy.
"When you shop small, 52% of what you spend stays within your community supporting local services, organizations and really a lot of non-profits," said Hastings.
Store Owner, Vicki Seebeck, says the shopping day is about a lot more than boosting the bottom line.
"For me, it's not so much about the financial part of it, it's about the spirit of it, the spirit of being part of a community," said Seebeck.
After all shopping small can add a personal touch to the holiday rush.