PHILADELPHIA (CBS) – Black Friday is history, and small business owners hope holiday shoppers turn their attention away from the big box retailers and pick up some gifts at mom and pop shops for small business Saturday.

Kings Highway in Haddonfield, New Jersey is a slice of Americana, family-owned businesses line the street, but stores like these don’t always thrive during the holiday shopping season, after all, it’s hard to compete with the deep pockets of the big boys.

Local residents say it’s important to the town to keep these stores alive:

“These guys can go out of business at any time, with all these Wal-Marts and all the big places that you can get anything and everything. These people are trying to make a living just like you and me.”

“I think, you know the atmosphere of the town and each shop and the buildings and the history in Haddonfield make it a special place.”

Experts say more of each dollar spent locally instead of at a chain stays local.

American Express is one of the driving forces behind the movement with a national advertising campaign.

Reported By Mike Dougherty, KYW Newsradio, Jericka Duncan, CBS3