Shoppers head down to Capitola Village to support local shops and restaurants for Small Business Saturday

CAPITOLA, Calif. (KION-TV) -- Today marks Small Business Saturday, a special day dedicated to supporting the mom and pop shops that are the heart and soul of our communities.

Shoppers are out in full force today, bringing a welcome boost to these small businesses' bottom line as the holiday shopping season gets underway. 

This weekend marks the 15th year of Small Business Saturday.

American express first started the tradition to help struggling mom and pop shops during the 2010 economic recession.

Saturday, many shoppers are heading down to Capitola Village to support local shops and restaurants.

One business I spoke with is Ethos, a low waste refill shop dedicated to offering plastic free products and sustainable alternatives.

"When you support a small business that goes back into the local economy," Morgan Sandusky, Ethos shop manager said. "The business owner here lives in Capitola and so instead of it going to a big corporation, it goes right back into the community."

Ethos is just one example of how shopping small not only helps the environment but also strengthens the local economy. 

Businesses reporting seeing more foot traffic, with many shops hoping to see the momentum carry throughout the holiday season.

Surfin Santa, a Capitola tradition for over 25 years, brought in many people to Capitola to support Small Business Saturday.