MINOCQUA - With only 27 days until Christmas, people filled the stores this weekend to start checking names off their gift list.
But where are people buying their gifts from?
Small business owners in Minocqua were pleasantly surprised this Friday.
"Black Friday was in the black," said Remember When owner Mike Mallizzio.
In fact, business was great Saturday as well.
"It's usually one of the two days that's busier than the other, but not really this year," said Ross Sportswear manager Bill Ross. "It seems like it's going to be busy today too."
American Express launched Small Business Saturday five years ago to get more people to shop local. And this year it's paying off for them.
"It was better than we've ever had for a Black Friday day. All this small business support has been wonderful," said Imaginuity manager Jessica Johnson.
While the small businesses aren't sure what caused the shoppers to go small this year, they have their own ideas.
"I think the weather was nicer, so more people were walking around. I think people are enjoying a more laid back, comfortable shopping experience," said Johnson. "Not everybody wants to go stand in line and be crowded and deal with that."
Whatever the reason, it's making small businesses and customers happy.
"It's been a great day, a lot of gift wrapping, and a lot of happy faces walking out the door," Johnson said.