Small, local businesses are hoping to ride the momentum of Black Friday into Small Business Saturday.
American Express created the holiday in 2010.
La Crosse's downtown is once again participating, including Painted Porch.
"You can find the stuff you find at the big box stores anywhere, okay, the things you find at the small businesses for example, you don't find anywhere else, it's the unique, uncommon, the special items that people are looking for," says Peggy Rodriguez, the store's owner.
Painted Porch specializes in repurposing things like furniture.
"We have a lot of things here that are locally made, so I mean that's just another element, it's locally made, and bought here, and the money stays here, how much better can it be?" questions Rodriguez.