America’s long weekend of retail may now start on Thanksgiving and be bookended by Cyber Monday, but the cornerstone of it could be Small Business Saturday. Or Black Saturday, as the unofficial re-branding campaign seems to be going; last year $14.3 billion was spent at small independent shops.

A 2012 study by Civic Economics, a company that analyzes the impact of buying local, found that the locally owned independent retailers in the study returned 52 percent of their revenue to the local economy, compared to just 13.6 percent by national chain retailers.

Studies also show that locally-owned independent retailers return more than three times the money, per each dollar of sales, than chain competitors.

These businesses won’t be opening at ludicrous hours but many will be offering deals, or just the opportunity to connect with local merchants.

American Express takes credit for founding the holiday shopping tradition in 2010, and encouraging people across the country to support small, local businesses. The next year – nationwide — governors, mayors, senators, and even President Obama all voiced their support for Small Business Saturday.

Shop Richmond local

Make sure to check with your local merchant to see what deals they will be offering.

For a directory of Carytown shops, click here. The Carytown Merchants Facebook page offers lots of updates.

There will also be carriage rides and a Santa visit in Carytown for the big event. Santa arrives at noon by horse drawn carriage, accompanied by the Snow Queen, the Greater Richmond Pipe and Drums and Marines.

Through the holiday Santa will be at W. Hirsch Rugs every Saturday from 12 p.m. – 3 p.m. He will be there Nov. 28, Dec. 5, 12, and 19.

The Bizarre Market launches just ahead of Small Business Saturday.

A directory of local shops can be found on the Think. Shop. Buy. Local website.