True Colors, a consignment shop in downtown Grand Forks, marked down various items to celebrate the day...and it seems to have payed off.

Mickie Nakonechny/store owner: "We've had a really nice Saturday. We had customers right away waiting for us when we opened up and it's been steady all day."

She says shops like hers offer a personalized experience... without the crowds of chain stores.

Mickie: "I think small businesses are the heart of a city. They are what makes it unique and that's why it's so fun being downtown."

One Small Business Saturday customer, an exchange student from Turkey, is soaking in the holiday atmosphere in Grand Forks.  Ayca Cinar/shopping: "Christmas is coming so it is pretty cool. I like the stores. There's lots of stuff we can buy."

For some, the day isn't just about making purchases. It's about the experience.  Jayne Brown/shopper: "It's just so much more personable. It's more relaxing...it's kind of friendlier."

Small business Saturday started just two years ago.