HADDONFIELD, N.J. (WPVI) -- The English Gardener Gift Shop in Downtown Haddonfield, New Jersey, is packed with British novelties you'll have trouble finding in your typical American grocery store.
On Small Business Saturday, it was packed with people looking to get their hands on them.
"Mincemeat, pies and there's a Christmas pudding," said Jim Krutzke.
"We're giving out Irish candy bars, some British crisps, which are potato chips. Then we have discounts on our Wellies and things like that. So we have some specials going on to bring people in," said Gary Coleman, owner.
Specialty stores like gift shop drew shoppers out for the occasion. Coleman tells Action News Small Business Saturday now doubles the business he does on Black Friday.
"I kind of equate it to waiting in line for ice cream. Everyone in here is happy," said Coleman.
Down the street at Harrison's, longer-than-normal lines had owner Marlee Lick feeling festive.
"We don't usually get crowds like this. So I'm very grateful for them," said Lick.
Her ornaments, flags and holiday decor were going quickly. But customers say their shopping isn't just about the merchandise - horse-drawn carriage rides, holiday tines and twinkling lights complete the experience.
"Everyone is saying Merry Christmas and happy holidays, and it's just a real supportive environment for the holiday season, so it puts you in that holiday spirit," said Kim Bombeck of Holmes, Pa.
Small retailers are feeling that spirit, too.
"When you support small business in your community, for every dollar you spend, 68 cents stays in the community," said Remi Fortunato of Downtown Haddonfield. "It's shown that it's being reinvested in everything you do,"
In years past, American Express has offered statement credits to its cardholders who shop on Small Business Saturday as an incentive.
This year, according to its website, because so many people participate, it no longer needs to offer that incentive.
Big turnout for Small Business Saturday