Thanksgiving weekend is a time where nearly everyone is shopping, and now the small businesses earned their spot among the bigger players of the shopping industry. Initially created by American Express in 2010, a simple idea to encourage consumers to shop at their local “Mom-and-Pop shops” flourished into a tradition.

“It began in 2010 when American Express founded Small Business Saturday to help small businesses get more exposure during one of the biggest shopping weekends of the year,” the company’s website reads.

Since the creation of “Shop Small Saturday,” small businesses have earned their place in the sphere of retail. According to Bloomberg, in an article posted on November 22nd, the notorious “Mom-and-Pop shops” are starting to threaten the mall this holiday season.

“Spending growth at mom-and-pop businesses has outpaced that of the big chains in the past two years,” according to Sarah Quinlan, senior vice president at credit-card giant Mastercard Inc., which tracks purchasing patterns. “When they’re not shopping online, Americans are seeking more personal connections and advice — something they can find lacking at national retailers.”

Since small businesses often don’t buy in bulk, their items will often cost more to purchase than the larger retailers. However, despite these higher costs, consumers prefer the personal aspect when they go shopping, a significant advantage over chain retailers. Danielle McKenna, a proponent to shopping small, said, “I get the hug when I come in, I get the thank you when I pay, I get remembered,” after shopping at Giggleblossom, a local boutique. She goes on to note that every time she visits the boutique she feels welcomed and appreciated. No matter how long between visits, Stephanie Maines, the store owner, greets her with a hug and a smile, remembering her.

When discussing her love of Shop Small Saturday, Stephanie said, “If we could just take the focus off of the big retailers that have been around for a long time, and just one day to look at the little person and support them.” She notes that they need that extra support, as it is more difficult for the small businesses to survive. “Within five years a small business usually closes,” said Stephanie. Small businesses dedicate themselves and their lives to their businesses: “It involves all aspects, our family, our finances, everything,” said Stephanie.

The point of Shop Small Saturday is to purposefully go out of your way to support the small businesses. On the way to Giggleblossom boutique, a consumer will pass several malls and clothing stores. Even though it costs more, and is out of the way, it is about making the trip to support the small business. It’s not easy, or the most convenient choice for shopping, but it is the choice to shop small that makes the difference. By shopping small, you are supporting more than just a company, you are supporting a person, a family, a friend.