It's a day sandwiched between two of the busiest shopping days of the year - Black Friday and Cyber Monday.
Small Business Saturday is a newer tradition, dating back to 2010 when American Express handed out cash incentives to credit card holders as a perk for shopping at locally-owned stores.
Stores were busy in Cedar Falls on Saturday.
"It's shop local here today! And so that's what we're doing," said Lori Adams. "We're just enjoying the Christmas season and getting an early start on shopping.
Adams said her husband, Jerry, was along to carry her bags.
"I grew up here. These are all my friends and neighbors down here that run all these shops, so I think it's important we get down here and support them," he said.
Jennifer Custer, owner of Lillian's Shoppe on Main Street in Cedar Falls, said traffic was steady all day Saturday.
"It's been great," she said.
For Sherice Ortman, Dee McDonald and Sara Davis, Small Business Saturday was a good excuse for a girl's weekend.
"We always start off at Jiva and hit all the shops along the way," said Ortman.
Last year, more than 103-million people shopped at local stores on the Saturday after Thanksgiving, the U.S. Small Business Administration reported.
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