HAMPTON ROADS, Va. — It's a day dedicated to getting people to support their local shops, but this Small Business Saturday — and the holidays — come as higher costs stressing families' finances.

But advocates for local businesses believe the foot traffic will come.

"We have a price-conscious shopper. However, they're ready to spend. It's the holiday season. The National Retail Federation projects families will spend on average $890 this holiday shopping season," said Jenny Crittenden, President and CEO of Retail Alliance , a Norfolk-based trade association that supports locally-owned businesses.

Although prices might be higher at small businesses, compared to their 'big box' competitors, she says shopping a family-owned store has its benefits:

Specialized gifts

Personalization

Bett

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