PORTLAND (WGME) – Saturday, November 30, was Small Business Saturday.

American Express created the event 15 years ago to encourage shoppers to spend their money locally.

And in Portland, business owners say don’t just shop locally on Saturday- do it for the whole holiday season!

Business owners say small shops add value to the community and need support from local people to stay alive in the slow winter months.

“I think that in general, local businesses try to take care of local employees in a different way than national chains. I think Portland has a certain character that’s reflected in the variety of shops and restaurants and all the different services in town and that’s a value and that’s what we love about Portland,” said Ari Gersen, owner of Longfellow Books.

The group Portland Buy Local says there are many benefits to shopping small, like creating a boost for the local economy by recirculating money through the local area and encouraging more community engagement.