AUSTIN (KXAN) -- As the National Retail Federation (NRF) predicts online sales to increase about 10% year over year, downtown Austin's 2nd Street District said data also shows Gen Z leaning more toward in-person shopping. With Black Friday and Small Business Saturday approaching, Donika Toncheva, the regional marketing director for the 2nd Street District, said gearing up to draw crowds to brick and mortar shops involves making the customer's experience more than the shopping itself. "Hopefully when you visit, you have a very warm pleasant time and you want to stick around, you want to walk through the district and visit the more than 50 businesses that we partner with," she said. In downtown Austin, businesses are teaming up to make this happen. "Eliza Page, a jeweler here in the district, they're patterning with a whiskey brand that's Texan, called Milam and Greene, and they're going to be doing a really special pop up experience this Small Business Saturday, which I think will be really fun for people to attend," she said. "And really looking at the general shopping experience for most folks, like you mentioned, a lot of people like to do it online, but I think they'll travel for something that's a unique experience. And so trying to come up with that on the back end, how do we make this unique and special for folks and worth traveling for, has been a challenge but a fun challenge for us to tackle." The 2nd Street District partnered with some area parking garages to provide patrons with free parking - with validation - if they dine or shop.