More people than ever have their eye on Small Business Saturday.
This year, a record number plan to spend money at local shops.
American Express started Small business Saturday in 2010 to help local shops attract more customers. Events around the valley, like the ones at Container Park, hope to do just that.
"I remind my customers [that their] money is going back into our own community. It's a really important thing," said Art Box, owner of Kellie Kroplinski.
A survey of shoppers found that 80 percent are willing to pay slightly more for an item if it's bought at a small, independently-owned retailer.