Even with the inherent excitement Thanksgiving brings, it serves as the calm before a certain storm. Holiday shopping.

While Black Friday was long considered the hottest day to go out searching for great deals, another shopping event is threatening to take the title — Small Business Saturday. According to a survey conducted by National Federation of Independent Business and American Express, a record number of consumers plan on shopping local this year. The survey said 55 percent of American consumers are aware of Small Business Saturday, while 83 percent say Small Business Saturday makes them want to shop local and continue all year long. “That’s really encouraging,” said Rosemary Elebash, Alabama state director of the National Federation of Independent Business. “When you shop local and shop small, you’re supporting your community. When you shop at a chain store, most of the money goes back to some corporate office somewhere else, but when you support small, most of that money stays here at home.” According to the fourth annual Small Business Saturday Consumer Insights Survey:

• 80 percent of consumers are willing to pay slightly more for an item if it is purchased from a small, independently-owned retailer as opposed to online or at a large retailer

• On average, consumers are planning to do 35 percent of their holiday shopping at small businesses

• 45 percent of consumers who expect to shop on the day plan to spend more on Small Business Saturday this year than they spent last year

• Almost two-thirds (64 percent) of consumers who plan to shop on Small Business Saturday are motivated by the contributions that small businesses make to their community

According to the U.S. Small Business Administration, small businesses are behind the majority of jobs in the United States, and local businesses are responsible for the creation of most new American jobs. The contribution small businesses make to the country is not just economical. They also build a sense of community. They enable customers to purchase from a person, not just a company. “You probably don’t know the owner of a big department store, but there’s a good chance you know a few small-business owners,” Elebash said. “They’re your friends and neighbors. They’re some of the most generous supporters of civic groups, local charities, youth sports, schools and virtually every other form of community activity. They’re what make our communities strong.” Small businesses offer more than just economical and community benefits, though. They often have merchandise that is unavailable at larger retail chains. Having unique merchandise is a major benefit to small businesses, especially near gift-buying times of the year. Beyond merchandise, the customer service provided at small businesses usually differentiates from larger chains. This begins with the fact that a lot of small business owners and employees make it a point to form relationships with customers. In addition to that, small businesses don’t have the turnover rates with employees that larger chains do. The employees that work at a business for years are knowledgeable about the products, in ways that short-term employees can’t be.

Shopping local is something that strengthens both the economy and the people in the community. This holiday season, think of becoming a part of strengthening your own economy and participate in Small Business Saturday.