People lined up for hours and dashed into stores as soon as the doors were unlocked, but there was a quieter option and shopping locally picked up converts.
The crowds, the sales, the mad dash for the deals, for some people Black Friday won't save them enough money to make any of it worthwhile.
"No, we didn't want to participate in any of the craziness." Anne Marie Lewis decided a smaller, less crowded store would be a better place to spend her time and money. "It doesn't seem worth it, at this point, for us to go fight the crowds and get something at a cheaper price. This is a lot better experience to shop at these local places."
The Flying Worm is a vintage clothing store in the Old Market, which is currently featuring the ugly Christmas sweaters so many people are looking for at this time of year.
Store manager Katie Cleveland said the clothing they sell is only a small part of why people chose to shop there. "We're a lot more laid back and eccentric and we speak with every customer who comes in and kind of find out their life story. That's what they like about us is that we're very personable and that is the best part of being local."
There is a trade-off, sales versus service, but for the last two years American Express has promoted Small Business Saturday to encourage people to shop locally and spend some of their Christmas cash to keep unique shops like The Flying Worm in business.