Black Friday was a major day for the big-box retailers, but on Saturday, the focus was on small businesses.
Downtown La Crosse took part in the nationwide initiative called Small Business Saturday.
It's an event designed to help celebrate and promote local businesses.
Many businesses are offering sales to encourage shoppers to continue their holiday shopping.
Owners said they hope shoppers catch on to the idea of two big shopping days.
"As more people become aware of the Small Business Saturday event, they look for the types of businesses they like to shop at. It's a good way to get it into their minds that it's a good way to support the businesses in the area," said Bill Nelson, owner of Three Rivers Outdoors.
Anne Kathan, from Onalaska, said she tries to support small businesses year-round, but especially this time of year.
"In fact we boycotted Black Friday so that we could spend our time and our money here in downtown La Crosse," said Kathan.
This is the third year businesses in downtown La Crosse have participated in Small Business Saturday.