By now you’ve heard the mantra, “shop locally.”

In recent years, the “Small Business Saturday” has blossomed into a nationally-recognized event.

This year, Small Business Saturday falls on Nov. 28.

But what does it all mean? Why does it matter?

It matters because every dollar you spend in your community helps the small business owner who continues to struggle against the big-box stores. It matters because sales tax revenue from local sales go back into your community.

Island County government officials and business leaders have long touted the economic benefit of spending money inside the county — and for good reason.

Thanksgiving now marks the start of a multi-day consumption blitz that includes Black Friday and Cyber Monday, when online shoppers skip the lines and do their shopping at the office.

To get a sense of how much we spend online and at retail stores, a website, couponbox.com, offers a page that estimates what Americans are spending in real time at Amazon, Walmart and Macy’s and for specific items.

It’s interesting to watch the numbers roll up, and intriguing to see what we spend our money on. We spend more on beer than at Starbucks. Though cigarette use has fallen among adults, we still spend about five times on tobacco what we spend on books.

On the positive side, what we give to charity amounts to more than six times what we spend on the lottery.

National stores have promoted Black Friday to such extent that it’s practically an American holiday, and the notion of being one amongst hundreds of pushing and shoving bargain hunters holds appeal for some people.

It doesn’t have to be that way.

In between Black Friday and Cyber Monday, Small Business Saturday began in 2010, a promotion by American Express, to encourage holiday shoppers to patronize the small businesses in their communities.

In previous years, the credit company offered $10 to $25 credit statements for items bought at small businesses. AmEx isn’t offering that promotion this year, but continued its sponsorship and advertising in the program.

At least one event on Whidbey Island, the Coupeville Chamber of Commerce’s Sip ‘n’ Shop on the Cove, is an official Small Business Saturday event.

New this year, the event runs 3-7 p.m. Saturday in downtown Coupeville. For $10, participants get to sample Whidbey Island wines, dine of locally made appetizers and visit the town’s downtown shopping district.

The event is about getting people into businesses. For every participating business you visit, you get a ticket to enter to win more than 20 raffle prizes.

It’s these kinds of events that benefit your hometown businesses and, as a result, support your community. Even better, they’re a lot of fun.

During this season, and the rest of the year, shop local.