ATLANTA, Ga -- From its beginnings in 2010, Small Business Saturday is becoming become every bit a part of the American holiday shopping landscape as Black Friday and Cyber Monday.

Last year, more than 95 million people took part in the effort, started by American Express, to promote local small businesses.

American Express reported sales of $16.2 billion in 2015, up from $14.5 billion the year prior, with 95 million customers reporting shopping small at local retailers, salons, restaurants and more.

Early research from Amex and the National Federation of Independent Business showed 76 percent of consumers who knew of the retail event said they planned to support a local business this year, and 48 percent said they planned to spend more than they did last year, a new high.

“So many customers are more concerned today about where their products are coming from and how they’re made,” said Atlanta jeweler Amy Peroni, who spoked with 11Alive’s Joe Henke spoke with at the Beehive, a locally owned store in the Edgewood neighborhood. “People want to come in and speak with the local designers and learn about the products first hand.”

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