CHICAGO (CBS) — Neighborhood by neighborhood, small business owners are trying to get their messages out and inspire Chicagoans to buy local this Small Business Saturday.

Hyde Park received a White House push from the senior advisor to President Obama, Valerie Jarrett, who grew up in the neighborhood. She said that for too long, many Americans have bypassed the mom-and-pop stores in favor of the big chains.

“They should get to know that little business, and that’s what this is all about,” Jarrett said. Try to visit a store that you have driven past day in and day out. Stop, park and walk down the street. Meet the owners and make friends.”

The Southeast Chicago Commission’s Sean Harbin said the commission and the Hyde Park Chamber of Commerce tried to capitalize on Small Business Saturday by distributing a coupon booklet with deals of up to 25 percent off.

“Small businesses are more intimate and people can make more of a connection with things they get and the people who sell it. I think that’s getting more important and people like that more these days,” he said.

The neighborhood’s alderman, Will Burns said those who don’t “shop small” miss a lot.

“We’ve got everything you want, from restaurants to apparel to soft goods to children’s toys. It’s all here,” he said.

Burns was reluctant to name a favorite local business, but Jarrett admitted to a special weakness for the fudge at Kilwin’s, at 5226 S. Harper Ave.

“They will add 10 pounds to you, but that’s okay,” she said with a laugh.