ST. JOHNSBURY - The day after Thanksgiving, commonly refered to as "Black Friday," officially kicks off the holiday shopping season.

But for those shoppers looking to avoid the hustle and bustle of big stores on "Black Friday," Saturday the 26^th was marked as "Small Business Saturday."

Sponsored by American Express, the second annual Small Business Saturday was created as a way to get consumers to support their local businesses.

Elizabeth's Large Size Fashion in St. Johnsbury was one of the business to join the movement through Small Business Saturday's Facebook page. Elizabeth's owner Betty Lane Raymond says business for her was up almost 20 percent.

Raymond thinks she knows why her consumers like supporting small businesses.

"They know the shop owners," says Raymond. "They feel comfortable shopping in the stores we're here to help them."