The annual celebration of small American businesses took place again this weekend in Dowagiac, with new and familiar establishments offering deals to customers.

Founded in 2010 by American Express, Small Business Saturday is a nationwide effort to get holiday shoppers out to private businesses that comprise the backbone of the American economy. It has been organized here in Dowagiac by the Greater Dowagiac Chamber of Commerce, attracting businesses both in the downtown business district and beyond.

Retailers such as Rosy Tomorrows or Shabby Bou-Chic offered discounts of up 20 percent storewide to visitors on Saturday, in hopes of driving more attention and sales during the most crucial part of the year.

While much attention is poured on the hysteria surrounding the deep discounts offered by major retailers the day after Thanksgiving, the small, locally owned businesses that make up the majority of downtown’s attractions are looking to combat the idea that national chains are the only businesses that serve up a good deal for customers.

“The perception about these box stores is that their items are less expensive, and that’s not necessarily true,” said Dick Judd, owner of Judd Lumber & Rental Center.

While larger hardware stores may offer some items at lower costs than his lumber yard, the pricing at Judd’s is much more consistent across the board, the owner said.

The oldest family-run business in the city, this is first year that Judd has participated in the promotion, at the request of the chamber. Judd saw the day as an opportunity to help get some additional promotion and traffic into the store during the seasonal shopping frenzy.

“Small businesses need learn to how to get their message out to customers, and Small Business Saturday is one way of doing so, to help spread more awareness,” he said.

Offering specials on select power tools both on Saturday and Friday, the store received an average amount of traffic over the weekend, Judd said.

“I think it’s a really good idea,” Judd said. “We’ll need to plan out our sales farther in advance next time to get more people involved.”

One of the regulars in the day-long promotion, Vincent J. Jewelers, was also involved heavily this year. The 17-year old business offered its own 20 percent discount on merchandise Saturday, and received a steady stream of customers by the afternoon, said employee Mary Safranek.

“Our business this time of year is consistent, very consistent, which is a good thing,” she said.

One of the advantages that both Judd and Safranek said their businesses will always beat larger retailers is at is service, no matter what the time of year.

“It doesn’t matter who you are or where you are from,” Safranek said. “The minute you walk through our doors, you’ll be treated as a king or a queen.”