MELBOURNE, Fla. -

Business owners in Central Florida were prepared for "Small Business Saturday," an American Express incentive that encourages shoppers to spend their dollars at mom and pop stores.

"We haven't left yet because it is so cute and there's so many unique things in here," said Shelli Lorenzo, as she was shopping at "Mica and Molly," a women's fashion store in downtown Melbourne.

"I love supporting small business as opposed to going to the big mass stores and finding unique gifts," she added. "You can't find this stuff anywhere else, so it's great."

Owners Mica Perry and Molly Wilson, sisters who started the business last year, are hoping "Small Business Saturday" will bring fresh faces to their store.

"Even if people come in and don't necessarily buy stuff that day, they know we're here," said Perry.

Sam Sampson said it's the personalized service, and family feel that keeps her coming back.

"It's your great aunt, it's your aunt, it's your uncles, it's your cousins that own these places; it's your family that you're supporting, especially in a town as small as Melbourne," Sampson said.