While Black Friday has been a day for major box stores, the day after has become a day to celebrate locally owned businesses.
These local merchants offered deals of their own on Small Business Saturday.
Businesses in Madison took extra steps to ensure their customers were aware of the promotion and information and links to help them to take advantage of it.
Customers who registered ahead of time for Small Business Saturday and spend more than $25 at participating stores will receive a $25 credit to their AMEX bill.
American Express founded the day in 2010 to help small businesses get exposure during the holiday season, when they might be otherwise overlooked.
Last year, 100 million people nationwide participated in Small Business Saturday by shopping at locally owned stores to help boost the economy and their communities.