After flooding the malls since Thanksgiving, people are now planning to support local shops.
Millions are expected to take part in what has become known as Small Business Saturday.
At Cookshop Plus in West Hartford Friday, Anita Weisburger was preparing for a weekend of shopping.
"We’re here today and we’ll back tomorrow," Weisburger said.
Weisburger will be among the 54 million Americans expected to support Small Business Saturday.
The event started in 2010.
"As a small business, it’s very important. It’s something we promote," Terry Ryan, owner of Cookshop Plus, said.
Ryan says his local store offers benefits you won’t find at big chains and online retailers.
"There is the instant gratification that you actually get it immediately. You can touch and feel it before you actually buy it. You can talk to people in here who are knowledgeable about the product that we are selling," Ryan said.
It’s that level of customer service that is also the pride of Kim Reid who owns Pinwheels Toys & Games in Glastonbury.
"We will walk you through the store and find the right gift for every child in your life," Reid said.
This will be their first holiday season in their new store location.
They plan to take part in raffles and giveaways to help boost Saturday sales.
"We’re really excited. We have been welcomed into Glastonbury with such enthusiasm," Reid said.
Now a big wild card for holiday shopping is the weather. It’s looking nice for this weekend. Business owners say a little snow could help people get in the holiday spirit, but too much discourages them from coming out.
Cities and towns across Connecticut are also supporting their local businesses with events.
In New Haven, the city is offering one hour of free parking every Saturday until December 30 in select spots, and discounted parking for the whole day. For more information, click here.
In Norwich there is the annual Holiday Bazaar at the Holiday Inn, where local businesses and crafters put their products on display for purchase, complete with a visit from Santa. The event runs from 9 a.m. to 2 p.m. Info here.
And in Kent stop by between 4 p.m. and 7:30 p.m. for the fifth annual Holiday Champagne Stroll, where you can wander shop to shop sipping a glass of the bubbly stuff. More information here.
Photo Credit: NBC Connecticut