The Saturday after Thanksgiving is traditionally a time to support small businesses and bolster local economies -- and Saturday is no different.

Dozens of Los Angeles-area retailers are offering incentives to lure Saturday shoppers seeking unique, less commercialized gifts, meals and entertainment.

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In 2024, consumers spent an estimated $22 billion at independent retailers and restaurants during Small Business Saturday, according to American Express, which started the annual promotion in 2010 under the banner "Shop Small."

A Forbes Research survey showed support for small businesses has surged from 65% in 2024 to 81% in 2025.

For every $100 spent at a locally owned business, $68 stays in the local economy compared

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