Brittany Rolston's The Shoe Attic store has been open for three years in Williamsburg off Prince George Street. Business has done well, and this year she estimates 20 percent of her sales will be online because of international shipping.
But Rolston didn't open her store for Black Friday. Instead, she and her parents decorated the interior and organized inventory.
Like many store owners in downtown Williamsburg, she was a lot more excited for Small Business Saturday, which is sometimes referred to as Shop Local Saturday.
"Small businesses don't get hit as much as big box retail stores on Black Friday, so we focus instead on this day after," Rolston...