Though yesterday was one of the biggest shopping days of the year, many are all the same venturing out today in an ongoing search for holiday deals. But this time, shoppers are hoping to capitalize upon Small Business Saturday.

Created by American Express OPEN to encourage people to visit their local Main Streets, the “holiday” is more than an opportunity to find bargains on gifts. In this infographic, American Express OPEN shows how shopping small can actually help keep money in one’s own community.

Read on to learn more, then head to your local shops!