BROOKLINE — Mattia Rosso couldn’t bear to order his next book online. So he found himself among Saturday’s late-morning crowds at Brookline Booksmith, joined by a friend as he searched for a new title.
The bookseller — located in Coolidge Corner for more than half a century — was filling with customers, and he had to wind his way around shelves and fellow bibliophiles during his search. It was exactly the way he likes it.
“Coming here, it’s just nice to stroll around, looking at people, looking at books,’’ said Rosso, 26, who makes a point of shopping locally. “They’re very well-kept, they’re not chains.’’
Rosso held up his pick Saturday: “Maus,’’ a graphic novel following the experiences of Art Spiegelman’s family during the Holocaust. The history-based book will transport him far from his work as a neurologist at Brigham and Women’s Hospital in Boston.
“I like a little variety,’’ said Rosso.
His visit came as Booksmith joined other retailers across the country for Small Business Saturday, a national event meant to highlight local shops, instead of big box stores and Internet retailers.
Dana Brigham, a co-owner of Brookline Booksmith, said the morning was busier than usual, due to a combination of the beginning of the holiday season and the event highlighting local retailers. The town also waived parking fees near storefronts in honor of the day.
The Booksmith has been a staple at Coolidge Corner for 56 years, and Brigham herself has been with the store for more than three decades. Alongside shelves of books and gifts — displays of cookbooks near the front door were placed near selections of colorful bowls — were blue-and-white banners advertising the retail day.
Small Business Saturday was started by American Express in 2010. Last year, 112 million Americans took advantage of the event to do business locally, according to a statement from the National Federation of Independent Business and American Express.
This year, about 7,200 small businesses and local groups held Small Business Saturday events across the country, organizers said.
In Brookline, local businesses like Booksmith, which face competition from giants like Amazon and Walmart, succeed by building deep neighborhood ties, Brigham said.
“It’s relationships, it’s community, it’s the experience you provide the customer,’’ said Brigham. “As things get more and more digital, there’s been a swing back. They’d rather see a person. And a small independent business is great for that, where they know your name.’’
Suzy Frank, 51, who lives in Brookline’s Washington Square neighborhood, was in Coolidge Corner Saturday picking up holiday gifts and had walked into Boston General Store on Harvard Street. The shop’s shelves were lined with items for the home and office, including stationery and writing utensils, decorative candles, and clothing.
“I love this store,’’ she said. “This is like a J. Peterman catalog come to life.’’
Frank said she always tries to buy holiday gifts locally. She’ll use Amazon occasionally, but she worries about the Internet giant’s effect on communities.
“The neighborhoods are going to disappear, they really are. If you don’t support the little businesses, they’ll never survive, and everything will be Amazon,’’ said Frank. “We just want to help our local economy and make sure that our neighborhoods stay neighborhoods.’’
Lucia Berman-Rossi, owner of the children’s clothing store Tiny Hanger, said customers coming in to buy clothing — the store focuses on infants through children up to age 8 — would rather buy items made locally. That’s not always possible with a large retailer.
“We have a lot of things made by local moms,’’ she said.
Outside the store, Ryan Davis, 43, of Brookline, said he had heard about the retailer event, which led him to shop in Coolidge Corner on Saturday.
“I like supporting the small businesses; I like being able to wander around and see things you might not have noticed online,’’ said Davis. “I’d hate to see these businesses close.’’
Nancy Cardona, 50, of Jamaica Plain, spent part of Saturday looking for gifts at Fire Opal. For Cardona, the convenience of clicking a mouse will never replace the joy of wandering an aisle.
“There’s something about being around other people,’’ said Cardona. “I like the walking around. I’m not one to just stay at home in front of a computer.’’
John Hilliard can be reached at john.hilliard@globe.com
