The average consumer is expected to spend almost 750 dollars this holiday season. Most of those dollars will go to big box stores which will see crowds of customers on Black Friday.
But small retailers are hoping for a steady stream of shoppers a day later on Small Business Saturday.
Julie Van Noate who owns a gift shop in Stockton says she's seen a difference in the last few years.
"You know a lot of them have done their Black Friday thing and they come to all the smaller stores for Small Business Saturday, they save it for that day which is fun."
Shoppers like Lavonna Turner enjoys the convenience of shopping small.
"The gifts are different and you don't see them everywhere, and then you get more customer service."
American Express started the campaign 3 years ago. The company says last year nearly 100 million consumers spent their dollars at small retailers on Small Business Saturday.