In the midst of the usual Thanksgiving sales on Black Friday and Cyber Monday, this weekend will mark the third year for Small Business Saturday.

The idea behind the holiday is to patronize small, local businesses as an antidote to sales like the Black Friday ones that are held by big-box retailers and national chains. Its origin isn’t exactly a warm and fuzzy grassroots story — it was first conceived and promoted by American Express — but if the end result is to get more people to support local business like independent bookstores, so much the better.

Shelf Awareness reports that this year, shoppers are planning to make bookstores a top destination for their small shopping needs.

According to research released by Small Business Saturday Consumer Insights Survey, 67% of the tens of millions of people aware of SBS are planning to participate in it. 29% of those people say they’ll be heading to bookstores, making them the fifth-most popular destination, after restaurants, bakeries, clothing stores, and gift shops, respectively.

So this Saturday, check around your area for any indie bookstores that are open and show them your support! Amex has a tool to search for businesses that are participating cardholder promotions, and you can also use social media (including the Twitter hashtag #SmallBizSat) to find stores that are running SBS deals.