With Black Friday getting all the attention, local mom and pop shops are hoping the real money making starts now.

Downtown Madison stores are hosting their first ever combined open house and people are taking notice.

We may be a month out from any December holidays but Saturday the buzz on State Street is hard to miss.

State Street Resident Becky Welch says, "It seems busier than normal and there are a lot more children and families out here."

One day removed from Black Friday and the big sales for big box stores, local shop owners are turning the spotlight on themselves.

Downtown Ambassador Jean Stover says, "Every store has something going on and there's a lot of beverages and things."

More than 40 State Street and Capitol Square stores are joining together for a holiday open house.

They're offering gift wrapping, activities for the kids and free trolley rides, all drawing customers in their doors.

One shopper says, "We're here for the freebies. We're here for the cookies."

Stover says, "The trolleys have been so packed that people can't even get on. There's standing room only so we had to bring in a second trolley."

Even better than all of the added traffic is the business it's bringing, with a lot of gifts headed home.

Stover says, "I think more people are trying to buy local and support the stores that are local. "

It's hard to mistake the downtown feel and shop owners are using the day as an opportunity to show that what makes them different, makes them worth a trip.

Anthology Co-Owner Laura Komai says, "Obviously we don't have the big electronics that are marked way down but people, especially right now, are really looking for the local shopping experience and the character of downtown Madison is really unique."

An atmosphere they're hoping will drive sales.

The open house is a one day event but free trolley rides will be offered downtown every weekend from noon to four through December 21st.