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Cheryl Johnston (left) and JoAnn Fall, owners of Chickadee Doo-Da gift shop in New Richmond, were busy stocking up for the holiday season last week. The downtown business people hope the idea behind "Small Business Saturday" continues to grow as customers better understand the importance of supporting local businesses and thus the local economy.

Shop small: Holiday shopping trend focuses on local businesses

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Sandwiched between Black Friday and Cyber Monday is a Saturday geared toward shining the light on small businesses in local communities.

"Small Business Saturday" was launched in 2010 by American Express to encourage customers to frequent their small, local retailers instead of the Big Box stores and Internet retailers associated with the other two major holiday shopping days.

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