Coco Rocha, Hilary Rhoda and More Turn Out for Small Business Saturday

American Express is keen on making Small Business Saturday a thing, and this weekend, the credit card giant hosted a shopping extravaganza in NYC’s NoLita/SoHo district to help support shops and restaurants owned by regular Joes – and not huge corporate conglomerates. The event drew quite a notable crowd: Coco Rocha, Hilary Rhoda, Hannah Bronfman and Marine the Dog all showed up to support the affair. From 7 p.m. to midnight, guests shopped at participating retail locations, took in performances, dined and sipped cocktails in support of the little guys, those businesses that don’t come with an IPO. 

Click through to see some snaps from the event and if you haven’t already, support small businesses this Cyber Monday by buying online from your favorite boutique or artisanal shop. 

images: Getty