For holiday shoppers there is Black Friday and Cyber Monday, with stores offering big promotions and deep discounts.
Now tucked in the middle is a national movement urging you to shop local this coming Saturday.
In downtown Frankfort some business owners are quite frank about why shopping local is so important.
"If you spend $25 in this store $13 dollars plus stays in our community,"said Lizz Taylor owner of Poor Richards Bookstore in Frankfort.
For 33 years Taylor's store has been the place for avid reader in the state capital.
Next door, to Taylor is Completely Kentucky, it has been supporting local homegrown artists for 21 years.
"Everything in here is made in Kentucky, we buy only from Kentucky businesses. Every single dollar that is spent in this store by customers goes back into different communities in the state," said Ann Wingrove, owner of Completely Kentucky.
In a time when people are spending less, every dollar counts and store owners say it does more than bump up the bottom line.
"Those dollars that people spend locally help support local jobs, diversity choice and they result in better and stronger communities," said Taylor.
A national push is helping to foster that idea this holiday season.
This year is the second year for Shop Small Business Saturday, a grassroots movement to get you in the doors of your local stores.
Studies show that in Kentucky the holiday season represents 75% of total annual sales to small town businesses.
"We know that shopping locally, supporting your Main Street Program has a $24 per $1 investment to downtown last year," said Becky Gorman, coordinator of the Kentucky Main Street Program.
Each year Gorman's office hits the streets promoting shopping downtown.
"We have great downtowns in Kentucky, we have great historic buildings, we have unique shopping, unique restaurants," said Gorman.
Business owners hope shoppers remember them year round.
"It shouldn't just be one day it should be about how we think about what we want our communities to be like," said Taylor.
The national Shop Small Business Saturday was started by American Express.