FARMINGTON – Holiday shoppers are encouraged to look to neighborhood mom-and-pop stores or eateries over the box stores on Saturday.

Touted as a way to spotlight smaller shops over the box stores, Small Business Saturday — launched in 2010 by "founding partner" American Express  — is part of a growing movement to encourage people to make as many of their purchases from local merchants as possible.

SnS Skateshop owner Daniel Diswood said his store will emphasize independent music artists on the shopping holiday. The Farmington store at 123 W. Main St. is offering a free concert at 7 tonight to get the attention of customers this weekend. The experimental rock band Cinematica and blues rock rocker Corey Medina will play in the store, a free offering for customers, Diswood said.

"We're part of the Art Walk festivities, but this year we're going to play a little more chill and go to catering to customers more," he said.

All weekend, his store will offer deals like 10 percent off "soft goods" like hats and shirts to customers who buy a complete skateboard. SnS will be open additional hours — noon to 9 p.m. — on Saturday, he said.

Even if heading out of doors to patronize local mom-and-pop shops sounds exhausting after the demands of Black Friday, people can still support local businesses online. A number of small businesses have enhanced their bricks-and-mortar shops with online shopping opportunities. Some of them share deals on the Small Business Saturday Facebook page using hashtags like #ShopSmall,  #DineSmall and #SmallBizSat.

An estimated $14.3 billion was spent on Small Business Saturday last year, according to American Express.

New Mexico has 154,405 small businesses that employ 328,862 people, and independents make up nearly 96 percent of New Mexico employers, according to the U.S. Small Business Administration.

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