Between the excess of Black Friday and the impersonal Cyber Monday is a day with a message that truly matters.

Small Business Saturday is a celebration of Main Street America, of Americana, of community. Set at the beginning of the holiday shopping season, it’s meant to remind people of the small, locally owned businesses just around the corner where one-of-a-kind gifts can be found at honest brick-and-mortar stores.

Small businesses on Whidbey Island offer some amazing stores where shoppers can find unique gifts, including items that are made by local hands. Yet, of course, small businesses go far beyond gifts shops on the island.

A quick survey of newspaper staff members about their favorite local businesses, for example, shows a diversity of opinions. The Book Rack in Oak Harbor is very popular, as is the Greenbank Pantry and Deli, a small business in a very small town that offers shockingly delicious sandwiches. We love the Critters and Co. Pet Center and Rescue in Clinton, the Chef in the Black Bandana in Oak Harbor, Music for the Eyes in Langley, Coupeville Prairie Perks drive-through coffee shop on Terry Road, the Blue Fox Drive-through, Popsies in downtown Oak Harbor and on and on.

And where would we be without our local mechanics, plumbers, electricians, housecleaners, painters, garage-door installers? Small businesses build homes, sell our homes, entertain us, feed us and even defend us in court.

The small businesses on the island are a vital part of the economy. While nearly half of the jobs in the state are at small businesses, in Island County it’s more like 70%, according to the U.S. Small Business Administration. When you shop at small business, you help keep your neighbors employed.

About 70% of every dollar spent at a small business stays in the community, as compared to only about 43% at big-box stores.

Just as importantly, small businesses build community. Shoppers who browse downtown shops in Oak Harbor, Coupeville and Langley meet their neighbors, build memories and get to be a part of the town.

Those who appreciate having a flourishing downtown, or just thriving local businesses scattered throughout the community, we urge you to join us in reserving a little energy and money and heading out today. Stroll the local shops, enjoy the holiday decorations, discover products and experiences you won’t find at a big box or online, stopping in a locally owned restaurant of coffee shop.

Yet one lone Saturday to highlight small retailers is not enough. If these local businesses are to thrive, residents must be regular customers or they’ll see these options disappear.