Small Business Saturday is a national day to celebrate small businesses in the community. It's the counterpart to Black Friday and Cyber Monday, which typically feature big box retail stores.
The national event encourages holiday shoppers to support small and local businesses.
First-time business owner Kelly Castady of Willow Boutique in Downtown La Crosse, said she appreciates a day like Small Business Saturday.
"We are really lucky to have so many small businesses and be in a Downtown area that supports a local business," Castady said.
For every $100 spent at a locally owned business, $68 stays in the local economy, which in turn creates jobs and expands the city's tax base. Downtown Mainstreet director Robin Moses says to stay up and running, local businesses rely on community members.
"Because if you don't support local retail businesses, they're just not gonna be here, if we don't support them, shop with them, they will disappear," Moses said.
Moses said not only is it good for business, but there are long-term benefits to shopping locally.
"For every dollar that you spend, when you spend it locally, about 70 to 90 cents on the dollar stays in your community and helps support the things that are in your community, when you shop at a big box store, you're looking are more like 20 to 40 cents is staying in your community," she said.
Co owner of Willow Boutique says although owning a small business can be risky for a number of reasons, small businesses tend to give shoppers an experience they won't get at national chains.
"You know when you shop small business, you're shopping potentially with your neighbor or somebody that your kids go to school with or anyone in the area which I think is really really awesome because again I feel like you're giving back to the community when you shop small business," said Megan Goebel.
La Crosse has celebrated Small Business Saturday for a number of years. The day is put on by American Express.
Locally, the event is sponsored by Ultra Federal Credit Union along with Downtown Mainstreet.