The initiative began as a way to amplify locally owned stores nationally.

ATLANTA — As Black Friday fades into the background and Cyber Monday waits on the horizon, local businesses are gearing up for Small Business Saturday. 

This special day, nestled between the retail giants' extravaganzas, aims to encourage patrons to support their neighborhood shops. However, the impact of this initiative on small businesses seems to be evolving, prompting 11Alive to explore its current significance.

From art galleries to bookstores, the metro Atlanta area boasts a thriving community of locally owned businesses. 

Anell Gerson, the owner of a quaint Marietta bookstore, has been in the business for 25 years. Gerson and her husband started their venture when there was a noticeable absence of such establishments in the area.

"If you tell us a little bit about the books that you've loved, not 100%, but pretty darn close, we can put another book in your hand that you're going to love," Gerson said. 

However, Gerson admits to the challenges posed by larger chains and online shopping. In what she describes as a "David and Goliath" scenario, she and her staff have adapted by hosting book club meetings and author events to entice book lovers. 

While Small Business Saturday used to be a significant boost, Gerson notes a decline in its impact over the years.

Judi Raiford, owner of a gallery on Canton Street in Roswell, echoes a similar sentiment. Her establishment represents around 200 artists from across North America, primarily focusing on jewelry. Raiford emphasized the value of providing a personal touch, allowing customers to customize their purchases.

"You are affecting the outcome and the livelihood of more than just the business owner, their whole staff, all the people that sell that give them their products," Raiford explained. 

Both Gerson and Raiford expressed gratitude for the increased interest their shops receive during Small Business Saturday. However, they stress that consistent support throughout the year is what truly makes a difference.

"We are local. You know, we shop here. Our children went to school here. I taught here. We know our community. We contribute to our community not just in taxes," Gerson said. 

As the holiday shopping season kicks into high gear, these local business owners are hopeful that customers will recognize the value of their unique offerings and continue to show support year-round. For them, every dollar spent locally contributes to the vitality of their businesses and the broader community they call home.