Big box retailers may get the bulk of the attention on Black Friday, but small businesses hope Saturday will bring shoppers through their doors.
Small Business Saturday aims at driving traffic to local businesses and helping them thrive.
While we see the long lines forming well before retail chains even open year after year as shoppers rush to tackle the Black Friday exclusives, you won't see Annette Dean there.
"It would scare me. The quantity of people. It doesn't work for me," Dean said. She has owned a women's fashion store in Carytown for 34 years and has a key to her success. "Dedicate your time to the customer. See who you sell. You can't go too extreme and you can't go too boring."
Nicole Riley, State Director of the National Federation of Independent Business, says weak sales have consistently been a problem.
That's why the Saturday after Thanksgiving will be a big deal for small businesses nationwide. They'll offer deals and discounts a day after Black Friday. Riley says local shops need the support.
"They're able to keep their doors open. They might even be able to hire a new employee and many of our small business owners contribute to their community," she added.
"We had no competition 30 years ago in Richmond and we have lots of competition now with the malls," said Dean.
Riley's group conducted research that found 70 % of shoppers who hit the stores last year for Small Business Saturday will be back this year and they plan to spend the same if not more than they did in 2011.
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