MILFORD, Mich. - American Express started "Small Business Saturday" a few years ago, and it keeps getting bigger.
The goal? To keep your holiday dollars local.
Local 4 caught up with a mother and daughter duo, Marissa and Laura Rosen, who started out as soon as the stores opened. They were on a mission to find bargains at "mom and pop" shops in downtown Birmingham.
"We're here to support our community. We live in the area and we love just getting out here and shopping," Laura said.
Each year, the "mom and pop" shops offer more discounts and incentives to bring shoppers in.
And it appears to be paying off.
America's shelled out $5.5 billion at locally-owned shops in their communities.
Holly Anselemi owns The Italian Dish, a specialty store that sells hand-painted ceramics.
On "Small Business Saturday," Anselemi said her business goes tax free for shoppers.
"It's a great day for us. We have had some of our biggest days on ‘Small Business Saturday' the last couple of years," she said.
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