FORT WAYNE, Ind. (21Alive) -- Today begins the 4th annual "Small Business Saturday" which is an initiative to encourage consumers to shop at local small businesses.
The initiative was chosen to fall between "Black Friday" and "Cyber Monday" which are big shopping days for major retailers. "Small Business Saturday" hopes to encourage consumers to support their local merchants.
According to a survey conducted by the National Federation of Independent Business (NFIB) and American Express, 70 percent of small business owners say the initiative will be helpful in attracting new customers.
In Fort Wayne, the Downtown Improvement District (DID) has announced "Holly Trolley Shopping" where they will provide free trolley rides to make shopping local easier for consumers.
Officials from the DID said "Help us help Downtown Fort Wayne retailers by promoting this wonderful event designed as a unique downtown shopping experience to kick off holiday gift giving."
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