SAN DIEGO (CBS 8) - With big box stores getting all the attention on Black Friday, locally owned stores were the focus of Small Business Saturday.

Councilman Todd Gloria and small business owners spoke at a news conference Saturday, promoting Small Business Saturday. Some of the small business owners explained that they can offer customer service that can't be found at big box stores, as well as clothes and products that are unique. Mayor Jerry Sanders said that this is a way to create jobs, boost the economy and nurture the community experience.

There are 100,000 businesses in San Diego and nearly 95,000 of them are small businesses.

An American Express 20 year study of small business vitality revealed that locally owned retail shops in San Diego lost 10 percent of the market - down to 43 percent from 53 percent. A business is considered small if it has 12 employees or less.

Small Business Saturday was part of a national movement with backing from American Express, Facebook, Twitter and The White House, among others.