Right in between the big deals of Black Friday and Cyber Monday is Small Business Saturday.
The promotional campaign, started by American Express in 2010, tries to encourage people to shop locally.
Union Ave. Books in downtown Knoxville offered 10% off to customers as part of the campaign.
In a time of big box stores the small town book shop inspires loyalty.
"I think bookstores in part are small businesses that people really feel compelled to support," says employee John Post. "People make a very conscious decision to come to us."
Post says customers have been asking all week about the event.
"Through out the week people have come in and asked what we are doing and voiced their support small businesses in Knoxville," says Post.
American Express says last year more than 100 million people came together to shop small in their communities.
Business who accepted the American Express card reported a 28% increase in business on that date in 2011 as compared to the year before, according to USA Today.
Gift Gourmet and Interiors
in Bearden says several of their customers mentioned the event too.
"We had a much busier morning than usual, and our afternoon picked up as well," says employee Jamie Denovo. "All the people here who own the small businesses live in Knoxville, so we're really grateful for how today went."
But one good day, doesn't make a season.
"I would just like to see more customers show an awareness of shopping locally day to day, not just because it's the Saturday they're supposed to do so," says Post. "I think it's something people should make a part of their lives"