"Shopping local is a great way to support the community and there's a lot of great shops in downtown Lincoln," Shopper Kim Walters said.
Holiday shopping is in full swing and local stores are getting a piece of the action. Yesterday was the biggest shopping day of the year—but what about the small businesses that don't have huge giveaways to reel people in?
It's called Small Business Saturday. It's in between Black Friday and Cyber Monday to support the local businesses around the country. Here in Lincoln, it was a hit.
Shoppers were out in full force. But this time, they weren't looking for the door busters and giveaways.
"Not feel rushed and crowded, bumping into people, it's just a nice thing to do with family or friends," Walters said.
They were supporting small, locally owned businesses. It's a shopping holiday that started in 2010 by American Express and is celebrated nationally.
Last year, more than 100,000,000 people participated around the country, visiting the independently owned stores. This year, stores like Embellish in downtown Lincoln were busy, too.
"We've had tons of people coming in and everyone knows about Small Business Saturday, which is great," Embellish employee Mary Claire Rice said.
Shopping local is encouraged to help small businesses grow, helping the economy in communities prosper. But there are other perks, too.
"When you shop local, you find more unique gifts and you find something that suits somebody where it's not a commercialized item. Or everyone has the same things... uniquely someone or uniquely you," Walters said.
Small Business Saturday has gathered a lot of attention around the country. President Obama even participated. He and his family shopped locally in the DC area.
The shops around Lincoln offered all sorts of deals today. Some of them even partnered up in their marketing to encourage local shopping, no matter where you go.