Saturday marks "Small Business Saturday."
It's a campaign started by American Express that encourages customers to support local businesses.
The credit card company started this initiative back in 2010.
Local business owners said they don't have the money to spend much on advertising, so they have to stand out in other ways to compete with the big retail stores.
They strive to offer superior customer service since many customers are their neighbors.
"We have grandparents that shop," said Caroline Holcomb of The Toggery. "We know their grandchildren, so we can give them recommendations. We know the size they wear."
The credit card company is giving $10 to customers who spend $10 or more in select stores.