Sixty-eight.

That's the percentage of dollars that remains circulating in the local economy when consumers support small, local businesses.

Five ½ billion.

That's the number of dollars American Express estimates consumers spent in 2012 on Small Business Saturday (SBS).

These figures matter, but on a local level, what matters even more are numbers like three—the number of months Robertson Madison has been in business in Madison; and 27—the number of local residents employed by Natureworks in Northford.

Both businesses are among countless area participants gearing up for this year's American Express Small Business Saturday, its fourth annual, set for Nov. 30.

For Natureworks, Robertson Madison, and other small businesses, SBS is an opportunity to celebrate their vitality in a fickle economy, to thank customers for their support, and to remind their neighbors about the mutual benefits of "shopping small."

"We have 27 employees here who all live in neighboring towns and all really appreciate our jobs," and these jobs depend directly on local consumers' support, says Diane St. John, Natureworks's store manager.

At The Stork & Fashion Exchange, LLC, in Westbrook, the connection between employee and consumer is even more transparent.

"We have four employees...and almost all of my employees I've found because they were customers," says owner Cathy White.

That level of personal connection between business and customer is one of the main differences recommending small businesses over big-box and chain stores, says Sage Novak, owner of Anchor & Compass on Deep River's Main Street.

"My goal is always to give everyone a positive experience, and if people come into the store and they're happy and excited about what they found for someone, I think that they have a more personal connection—they have a story of how they got [the gift], they chatted with their neighbors...It's more about creating a positive experience, especially during the stress of the holidays."

White agrees. In fact, she thinks many consumers are waking up to the benefits of choosing small businesses over bigger alternatives.

"I think that most small businesses compete very well price-wise [with big-box stores], but so many shoppers today are looking for more than just the cheapest price; they're looking for outstanding customer service, friendliness, knowing your kids' names when they walk through the door. That personal touch is what people miss out on when they go to a big-box store or they shop online."

Novak believes initiatives like SBS have increased awareness of the impact shopping local can have "in our small communities...and the businesses that make up the fabric of our communities." St. John agrees, adding she believes that more people are realizing "if you really think about it, you don't have to go that far out of your town or neighboring area to buy what you need."

Natureworks will be demonstrating that principle by showcasing goods from several area businesses on Small Business Saturday, among them sweets from a Meriden chocolatier and donuts from a local bake shop—all of which shoppers are welcome to sample free of charge in appreciation for their patronage.

But beyond simply boosting the local economy, SBS also buoys the larger economy, says Linda Palo, owner of Robertson Madison.

"We need to support...local businesses in America that also fund manufacturing in the U.S. I think it's an important thing to consider when you pick out your gifts," says Palo, adding that Robertson Madison sells a wide selection of American-made merchandise.

In the end, though, it's what happens in one's own backyard that resonates the most. And Janice Briguglio, owner of Madison's Ciao Bella, wants to remind consumers that the best reason to support small businesses is because small businesses support them, too.

"Small businesses help communities run...by sponsoring, by giving a donation, by running an ad in a yearbook—all those little things; that's what keeps the community going.

To learn more about Small Business Saturday, visit www.americanexpress.com. Look for the Small Business Saturday sign in local businesses on Saturday, Nov. 30—or just stop into your favorite local business and offer your support!