HAMBURG, N.Y. (WIVB) -- As the flakes begin to fall, the holiday spirit is also in the air in the Village of Hamburg this weekend. Their Holly Jolly Weekend is helping kick off the holiday season in Hamburg, highlight deals on both Black Friday and Small Business Saturday. "It's really cool instead of everybody going to the box stores like Walmart and Target, they're all coming to the small businesses in Hamburg and it's really cool to see them really well supported," said Dave Barnes, who stopped in to Ross Records on Friday. The Holly Jolly Weekend encourages shoppers to take a walk through the village and to support local establishments during the holidays. "Keep it local, shop from your neighbors, keep the money in the community, " said Hamburg Mayor Tom Tallman. "There's so many great unique shops in our local communities, ones that are family run, many of them are women run here in Hamburg, " said Nicole Casell, co-owner of Alchemy Wine & Beer. "Every dollar in your community goes back into that community, so I think making a place on your Christmas list for local shopping is very important." More than 40 different businesses are helping shoppers find treasures for their loved ones or for themselves, stop in for a drink or maybe a bite to eat, all while supporting the community at the same time. "Everyone is really connected in a way we all help each other out," said Anne McIntosh, the other co-owner of Alchemy Wine & Beer, "People will just walk around, pop in, pop out of different bars and restaurants and it's kind of like a Hallmark movie, it's so cute in the village." Also this weekend, the "Hamburgh Holidays" kicks off with a parade starting at 11 a.m. on Saturday, at the roundabout on Main and Center Street. For more information on the Holly Jolly Weekend and the "Hamburgh Holidays" activities this year, click here. Latest Local News Hamburg village shops local on Holly Jolly Weekend Parking bans, travel restrictions during storm Bills planning halftime drone show on Sunday Man charged in road rage shooting in Amherst Bills Make Me Wanna Give: Keon Coleman creates charity foundation to support local kids Hope Winter is a reporter and multimedia journalist who has been part of the News 4 team since 2021. See more of her work here.