ROSLINDALE (CBS) — Black Friday draws shoppers to big box stores with the best deals, but on Small Business Saturday, shoppers show love for their local shop owners.

Last year, American Express – which started Small Business Saturday in 2010 –  counted 95 million shoppers who shopped local on the Saturday after Thanksgiving, and this year shops like those in Roslindale Village or in Lowell’s Mill No. 5 benefit from the shopping holiday.

Small Business Saturday. (WBZ-TV)

Small Business Saturday. (WBZ-TV)

“I bought a little ring for my niece that has a fox on it that I thought she would like because she has a shirt that has a fox on it,” one shopper said of her Mill No. 5 buys.

In Roslindale, Boston Mayor Marty Walsh browsed “one-of-a-kind gifts.”

“They are the lifeblood of our community,” Walsh said. “They keep our community going all year long.”

Walsh also promoted #5onMain, a campaign that encourages residents to buy at least five of their holiday presents at local shops in an effort to boost business not just this Saturday, but throughout the holiday season.

Karen Power, who has run Dandelions Flower Shop in Roslindale for 10 years told WBZ-TV promoting local business is essential.

“It’s vital to the whole community because if you start losing your main streets … there’s safety issues, abandoned buildings,” Power said.

The money spent locally, business owners say, stays in the community – which helps residents in the long run.

“It not only boost business this time of year, but it means so much because it keeps money in the community,” Bridget Nee-Walsh, owner of Southie’s Own said.

WBZ NewsRadio 1030’s Karyn Regal reports

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