Published: Nov 23, 2011 11:47 PM EST
Updated: Nov 23, 2011 11:50 PM EST

LEE COUNTY, Fla.- If you're not up for the busy crowds this Black Friday, Southwest Florida small businesses are hoping you'll give them a shot this Saturday.

More companies are jumping on the "Small Business Saturday" bandwagon. It's a movement American Express started last year to encourage customers to shop local the day after Black Friday.

At Norman Love Confections in Fort Myers, the holiday rush has already started.

"Our peak time is holiday time," owner Norman Love says. "Thanksgiving through Mother's Day."

Love says his business will be closed Thanksgiving and Black Friday, but Saturday, the deals roll out.

"Our customers using -- whether it's cash or it's credit card," Love says, "we're going to offer a ten percent discount."

It's an expansion on the original American Express discount, which is a $25 credit on a customer's statement. To qualify, the shopper has to register the card and spend at least $25 at a small business this Saturday.

But other companies are hoping to join in, even if they're not participating in the American Express movement.

Naples Soap Company in downtown Fort Myers doesn't accept American Express, but store hours will change, just to be open for the event.

"We've been thinking of doing it December, for the holidays, but with this kick-off we really want to take advantage of this," says Rachel Turner, store manager.

Turner hopes holiday shoppers realize good deals aren't just available at big stores.

"We are based out of Florida, all of our products are made here, and as a small business, we really thrive on the community investing in us," says Turner.

If anything, she says, a quiet, local shop could be a nice alternative to hours standing in line at a big retailer.