WESTWOOD, N.J. (CBSNewYork)Small Business Saturday is celebrating its 10th year.

The movement encourages people across the country to support their local businesses by shopping small.

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Every year, Small Business Saturday is held the day after Black Friday when many consumers shop at major retail chains.

According to American Express, for every dollar spent at a small business in the U.S., roughly 67 cents stays in the local community.

“There’s a little more creativity going on in the stores than at a mall store,” New Jersey shopper Annette Desciora said.

Desciora was with her daughter Catherine at White Oak Home, a family owned store in Westwood.

They’re on the hunt for “something special and something just right.”

“So a 70-percent discount is not the goal for you it’s finding the right gift?” CBSN New York’s Dave Carlin asked.

“Exactly something that’s different and something that’s unique,” the shopper replied.

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“We like to come in and be able to make sure that the stores stay here year after year,” Julie Rivera added.

At Conrad’s, a couple of doors down, Emily Pereira picked up some chocolate pretzels.

“We need that support from people to come out on Small Business Saturday and support your local businesses if you want to see them stay around,” J.J. Krachtus, the owner of Conrad’s said.

Merchants here in Westwood say they know they’re in this together that success for any one shop is a good thing for the entire district.

“We very much value the community here in Westwood and the business community and we want to collaborate as much as possible because no one’s competition,” Tegan Ashman, the owner of White Oak Home added.

“The more people wanna come to Westwood to shop the more we’re all going to do better.”

Mom-and-Pop merchants from Westwood to Manhattan predict this year’s Small Business Saturday could be their second busiest shopping day of their year – with the last Saturday before Christmas being their biggest.

Some loyal customers at Delphinum Home on 47th Street in Hell’s Kitchen know the workers by name and vice versa.

“They’re so glad that we’re still here, I come back every year to support you and that’s what keeps us going and there’s less and less of us around,” Michael Quinn of Delphinium Home said.

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The owners CBSN New York talked to branch out to the web and offer internet sales as well, but they know face-to-face contact with helpful suggestions about unique products cannot be beat.