STOCKTON, Calif. — With Black Friday in the past and Cyber Monday approaching, Saturday was the time for small businesses to shine.
According to the Small Business Administration, last year shoppers spent around $17 billion at small businesses the Saturday after Thanksgiving-- known as Small Business Saturday.
"I'm on a treasure hunt," said Stockton shopper Lucia Ochoa. "Being a local, you've got to support small businesses... we've got to keep the economy going."
Ochoa chose to spend her money and time Saturday on Stockton's Miracle Mile, a roughly mile-long stretch of Pacific Avenue home to nearly 150 businesses.
It's the type of support that business owners like Leslie Sanchez are counting on. As the owner of the "Little Shop on the Mile," Sanchez sees a profit boost from the annual shopping event, but so do her nearly 80 craft vendors many of whom decided to slash their prices.
"This weekend is usually one of our busiest weekends," said Sanchez. "It's exciting to see because we get a lot of new faces throughout the year and then they come back for Small Business Saturday because they do want to support us."
It's not just shop owners trying to drum up business with different sales. Shopping districts and centers are also putting in the work.
On the Miracle Mile, the shopping district is giving away free gift cards to whoever finds an elf hidden somewhere new every day. Meanwhile, just up the street at Lincoln Center, they've got the next best thing-- Santa.
"I like Santa," said 7-year-old shopper Emilia Overton.
Alongside Santa are a large Christmas tree and even train rides. The attractions made Overton and her mom want to stick around for a bit longer than expected.
"We came here for a hot chocolate," said Overton's mom Desiree Gayagoy. "We're probably going to look at Fleet Feet."
Some holiday spirit made possible by small businesses turned Saturday's shopping trips for many into local adventures.
"It's really gratifying," said Sanchez. "It makes me feel proud that people want to come here and shop here."
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