In a small town like Williamston, days like this only come once a year.
As local shops like Artisan's Circle and Bungelow 47 saw more business than usual for Small Business Saturday, the owners could not help but smile.
"Because we are a small business, we don't have that big group of people to ply from for our business," said Artisan's Circle Co-Owner, Meg Breiter. "We have to rely on our small community people to help us out."
Helping out small businesses and boosting the local economy is something Sujatha Shankar is happy to do.
"It means a lot to them," said Shankar, a customer at Artisan's Circle. "They put in the most effort in trying to be in business and thrive in this economy so I have to show my support."
But looking for gifts after Black Friday isn't just a boost to the local retailer. It can also benefit the customer who is looking for unique gifts.
At Brilliant Sky Toys and Books in Okemos, David Larzelere was one of several people looking at gifts for his kids. On top of being a supporter of Small Business Saturday, he appreciates the selection of toys you don't normally see.
"I think that the toys they have seem to be really responsible from an educational standpoint," said Larzelere.
Brilliant Sky Owner, Brent Taylor has been in the toy business for ten years and he says every year, Small Business Saturday has gotten bigger and bigger.
"It's absolutely critical, not just a day like today, but year round," said Taylor. "Keeping that money in the community not only benefits the retailers, but it increases the tax base and ends up benefiting the residents of the community on the other end."
Small Business Saturday was started by credit card company, American Express, in 2010.