Small Business Saturday was first created to get our local businesses more exposure during the holidays.
The idea is to help those stores that often struggle against big national chains, and the store owners say they're grateful to see so much community support.
Reno eNVy has built up a good reputation over the years. You see their logo almost everywhere around town. Employees say it all leads back to good customer service.
"We're there for you, because you're there for us," says Kelly Burr.
It's that type of loyalty you just can't find in too many stores these days. It takes good customers to succeed as well. We talked to a family who says they haven't been in a big chain store like Walmart in nearly a decade.
"I think it's great to find great product stores like this," says Brian Frost. "They're wonderful, they're really high-quality products."
That quality is what shoppers are looking for. At Paper Moon, you also find the unique.
"Women come in my store and we know them, we've seen them over and over again," says owner Laura Ganchan-Romero. "We know what they like, we re-order things for them that they like."
Ganchan-Romero says many people don't realize how vital these small businesses really are because money that comes in, is put right back into our community.
"Here, we support everything," she says. "We support schools, we support roads, we support all those things by paying sales tax."
The "shop local" movement is strong in Reno, and eating local is equally as important.
Rubicon Deli has been on California Avenue for just about five years now. They're still building a customer base.
"I try to remember what they're going to order," says owner Cheri Corsiglia. "It's wonderful to see repeat faces all the time. It feels small, it feels like family. It's great, and we're growing too."
Corsiglia says relocating a business to Reno has been a challenge. Big name sandwich shops are less expensive, but all three stores we stopped by Saturday agree, customers get what they pay for.
"What they say when they come in the door is 'it smells so good,' says Corsiglia. "Because it does, because it's that fresh bread. And, when they come in here, I'm grateful when they walk in the door."
Last year's Small Business Saturday was a big success. Organizers report more than 100 million people around the country were at independently-owned stores on that day.