It's small business Saturday!

It is an initiative that was created in 2010 as a counterpart to Black Friday and cyber Monday.

People were encouraged on Saturday to shop local and support small businesses.

Business owners were excited to celebrate the retail holiday saying they get the chance to deepen the relationship with their clientele.

"We really know our clients so its more like a family versus a business," said business owner, Beth Gamble.

Those who came out to support small businesses like Gamble's were just as excited.

"I've just come to appreciate all of the local business here living in the city as an adult," said Sophie Dicarlo.

Business owners say they were pleased with the turnout today and hope this continues even passed the weekend.