FRESNO, Calif. (KFSN) -- Americans spent more than five billion dollars on a record-setting Black Friday but they spent most of it at big box stores and Amazon.
Teresa Pries buzzes through the crowd at Revival 23, matching her customers with the perfect accessories.
"This is a fabulous Saturday to come out. We've been seeing a lot of people coming to support our small business. We've been busy since we opened," said Pries.
The foot traffic is heavy in Old Town Clovis during the eighth annual Small Business Saturday.
Clovis stores embraced the shopping holiday, offering a sales tax embargo this year in a downtown known for its small businesses.
The self-proclaimed 'king of Pollasky' held court at On the Edge, where he gets a seat of honor and his favorite coffee.
"They support a community. They hire all these young kids. They have various hours. They can go to school. They're really helping their community," Cuzzin Mel said.
Economists say if you spend $100 at a local small business, $68 stays in the local economy.
It is just $43 if you go to a big national chain.
At River Park, you see both, side by side, and sometimes the small businesses are just scraping by.
Back in Clovis, roll me some is just getting ready to roll out the red carpet at its unique Old Town ice cream store.
And even an old standby -- Gottschalk music is offering discounts for holiday shoppers.
Nationwide, 112 million people shopped small businesses on the Saturday after Thanksgiving in 2016.
The old town is hoping new blood makes it even bigger this year.
"Small business is the heart of Old Town. We are all independently owned businesses and we support our community, our schools, the families around this town and now seeing people come in to support us on this day is phenomenal," Pries said.
Shoppers celebrate Small Business Saturday in Old Town Clovis