Small Business Saturday is this weekend, and independent retailers across the U.S. are gearing up for the increased traffic and sales.

Since its 2010 introduction, local governments and small businesses nationwide have adopted the event as a way to bring customers into locally-owned retail stores and restaurants following the traditional start of the holiday shopping season.

Retailers in Towson, Md., are no different.

“Everybody knows about Black Friday,” Mike O’Halloran, Maryland state director of the National Federation of Independent Business told The Baltimore Sun. “The ‘big box’ retailers flood everyone with commercials but small businesses deserve their own day.”

In 2016, the number of shoppers who said they shopped “small” on the Saturday following Thanksgiving was up 13 percent from 2015, O’Halloran said.

And small business owners generated an estimated $15.4 billion dollars on Small Business Saturday in 2016, according to organizers.

Charm City Run, a Baltimore chain of eight specialty running stores, will host a group run and breakfast in hopes of driving foot traffic  and sales, said marketing director Ashley Lines. “It’s one of our busy days of the year. The whole Small Business Saturday movement has been really great for all small business in the area and definitely for us.”