In between Black Friday and Cyber Monday is Small Business Saturday, a day that encourages shoppers to spend money at small businesses.

Local businesses are competing with bigger stores and online websites for consumer dollars during the holiday season.

Erica Fetherston with Local First Arizona said shopping at small businesses not only benefits the business itself, but the community.

“When more money stays in the local community, it creates more vibrant local economies," Fetherston said. "It creates more jobs and resources for the people living there.”

Fetherston also said that when told about the benefits of shopping local, consumers have responded well. 

Social media outreach and conversation with customers at registers are two ways that local businesses in Arizona have been spreading the word about the importance of small businesses.

Smaller businesses also deal with "showrooming," when shoppers come into a business to look at a product, but end up buying it online.

Small Business Saturday was conceived by credit card company American Express in 2010 and takes place in cities across the United States.