Many of them have extended their hours along with running holiday specials...but is all that effort bringing in the business they hope for?
Online shopping has been the go to option for many people -- but downtown stores say their foot traffic is also picking up.
The holidays bring businesses more than just money every year.
Dick Murphy, the owner of Mrs. Murphy's Irish Gifts, says he sees more people shopping local for the experience.
"Part of our Christmas season is just because so many people do come down and enjoy the specialty stores and that's been really good for us," said Dick Murphy, Mrs. Murphy's Irish Gifts.
The Irish shop has seen a lot of traffic since the parade of lights a few weeks ago.
"We use that as our jumping start for our Christmas season down here and it's been wonderful," said Murphy.
A Christmas season that has more than just the locals coming back. Ed Morse and his wife are from Council Bluffs, Iowa.
"When we can, we like to stop off and enjoy your downtown, enjoy your falls, spend time with some of my former students who live here. We found this little shop a few years back and we've been coming back and finding Christmas gifts here," said Ed Morse.
Shopping small is especially important to the pair.
"You wouldn't have the helpful people that know something about their products. Besides that, I just think it's important to do as many things as you can locally. When we spend our money locally, we help our neighbors," said Morse.
Other business owners agree that shopping locally shouldn't just be the Saturday after Thanksgiving.
"Small business Saturday is such a success and it's a day that everyone comes out and supports us but it should really be every day," said Cathryn Macziewski, owner of A League of Your Own.
The manager of Chelsea's Boutique, Kacie Olson is also optimistic more traffic is yet to come.
"Probably next week is when we'll see more shoppers come out and starting to get those last minute Christmas gifts before people are celebrating with their families this next weekend and the next," said Kacie Olson, manager of Chelsea's Boutique.
Downtown businesses have extended hours and specials going on until the holidays are over.
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Retail & Restaurants
While some say it's the most wonderful time of the year -- it's also one of the busiest for local stores.