For the past five years, between Black Friday and Cyber Monday, America has observed Small Business Saturday, and for sixth time, the Wilton Chamber of Commerce invites residents and out-of-towners alike to “shop small” in Wilton all day long Nov. 28.

A registered trademark of American Express, Small Business Saturday is a national movement that encourages holiday shoppers to patronize small, local brick and mortar businesses as opposed to the big box retailers and e-commerce stores that get plenty of business on Black Friday and Cyber Monday, respectively.

Strategically positioned between the two shopping holidays, Small Business Saturday “is the answer to Black Friday and Cyber Monday,” said Carol Johnson of the Chamber’s board of directors.

“It’s as important, if not more, to support your local businesses as it is the giant retailers,” Johnson said. “The statistics show that it’s really important to keep your money in town.”

According to the Chamber’s website, the best return in this economic climate is on investments in local business.

“it is estimated that for every dollar you spend, twice as much will be reinvested in the community by a local store,” the website says. “Significantly more money recirculates in Wilton when purchases are made at locally-owned businesses.

“More money is kept in the community because locally owned businesses purchase from other local businesses, service providers and farms. Purchasing locally helps grow other businesses as well as the Wilton tax base.”

To Johnson, small businesses are the “most important fabric of small towns,” but for them to be successful, “we need to support them.”

“Come out and shop small on Saturday; patronize our local businesses; thank them for being loyal to our community, staying here and making it possible for us to make Wilton a destination and to continue to have such a vibrant and dynamic town,” Johnson said.

In 2014, shoppers spent an estimated $14.3 billion at small, independent businesses on Small Business Saturday, according to the 2014 Small Business Saturday Consumer Insights Survey by independent marketing performance specialist Ebiquity.

The survey also indicates 88 million people shopped small on Small Business Saturday last year.

Started in 2010 and made official in 2011, Small Business Saturday was created by American Express Company to drive shoppers to local merchants across the United States.