Wal-Mart, Target, Best Buy and more try to lure shoppers in on Black Friday with major discounts.

But the merchants of Doylestown hope shoppers are ready to slow down and enjoy a more relaxed shopping atmosphere, along with personalized service.

It's Small Business Saturday, a national movement to try to drive business to locally owned stores.

American Express cardholders can get a $25 statement credit when they shop at participating businesses (click here to see some businesses participating in Doylestown).

But the movement stretches far beyond an event sponsored by one company. It ties into the "live local, buy local" trend which encourages people to think more about which businesses they support with their money.

Why is buying local important? Shop owners talked recently with CBS 3 Philadelphia about just how important it really is.

Check out the complete story at CBSPhilly.