SACRAMENTO (CBS13) – Small businesses are hoping the shorter shopping season will pay off with a last minute rush of Christmas shopping.

In the midst of the mall madness this time of year, Melody Rumsey can relax.

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“I’m done,” she said.

She had a plan and stuck to it — kind of.

“I started early and I just kept shopping,” said Rumsey.

While many experts say the shorter shopping season sliced sales, small business owner Erin Fullerton isn’t complaining this year.

“We’ve been pleasantly surprised,” she said.

Perhaps it’s because they didn’t wait for the calendar to kickoff the holidays.

“We had shoppers out two weeks before Thanksgiving and it’s been a pretty steady flow,” said Fullerton.

And she’s not alone.

“We’re actually doing really well for the holidays. Business is good,” said Sweet Potato Pie owner Janelle Dwyer.

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Dwyer says the push for shopping local with Small Business Saturday helped boost business.

“That was one of our best days,” she said.

Jeweler John Huffine doesn’t cash in on Black Friday, but now is getting his rush.

“For jewelers, the real business comes the 10th thru the 24th, because guys are panicked shoppers and they come in late,” he said.

Huffine says he doesn’t worry about major jewelry chains.

“We don’t compete with them because we don’t have sales. Our prices are low every day,” he said.

For those who choose to shop local this holiday season, they know it’s making a difference in the community.

“Tax dollars stay here, and it supports our staff, employees, who are working here,” said Fullerton.

Many retailers are giving shoppers more time to finish buying those gifts, with marathon shopping hours.

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Kohl’s will stay open 24 hours through Christmas Eve. Macy’s and Kmart are opening some of their stores for more than 100 hours straight until the Christmas Eve. Beginning Saturday, Toys “R” Us will stay open for 87 hours before the big day.