LA CROSSE, Wisconsin (WXOW) - Small Business Saturday is the day holiday shoppers are encouraged to buy from local, independent stores, like those in downtown La Crosse.
The local community strongly supports Small Business Saturday as a way to appreciate the items only sold downtown, according Peggy Rodriguez, owner of Painted Porch on Main Street.
Rodriguez said her store has had a lot of people traffic all day.
"Small businesses carry unique and different items," she said. "A lot of times people don't get downtown to see those really unique things because they're so used to going to the mall or going to those big box stores. So, this is an opportunity to introduce new items to people and new stores that they've never even seen before, which is really a blessing."
Small Business Saturday takes place on the Saturday after Thanksgiving.
American Express Corporation first established day in 2010 as a way to focus on independently owned shops, according to ABC News.
The idea has been largely supported by business groups and politicians and is a way to invest in the local economy.
American Express estimated 100 million shoppers hit up small businesses in 2011.
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