While thousands of people lined up early Friday morning for hot deals at big box retail stores, smaller businesses also opened their doors to a quieter crowd.

Nancy Knocke says, "Not everyone is looking for that special deal, they're looking also for that special gift."

Nancy Knocke and her husband Ken opened their store, Wildwood Crafts and Treasures, almost two years ago. Nancy says, while she doesn't have big sales on Black Friday, she does offer shoppers something else.

Nance Knocke says, "More one of a kind things, because they are locally made and not everything in our store is, but a great deal of our gifts are made by people who are here in town."

At Molly's Mercantile in Eau Claire, owners Judy and Bob Ruhs say they always try to run some sort of sale, and also offer some unique gifts.

Bob & Judy Ruhs say, "We carry items other gift stores don't carry."

There's no hustle and bustle at the two stores, no lines to wait in, which Knocke and Ruhs say also helps them compete.

Bob & Judy Ruhs say, "We try to do a casual type shopping experience where people come in and can take their time, just look around and don't have to feel rushed or get in long lines and don't get pushed by everyone else."

Nancy Knocke says, "We kind of have that little general store feeling where you can come and talk about anything with my husband and I. We just have a great time with everybody."

This customer comes first attitude is what both stores rely on to keep their stores thriving.

Bob & Judy Ruhs say, "It's just small things like that, that I think keep us small businesses going. We've got to do a little extra service."

Knocke says while the economy has slowed things down in the store, people are still buying.
But instead of an instant purchase, they'll look around and come back later.

Nancy Knoke says, "Because we do have more one of a kind things, that makes a difference."

Bob & Judy Ruhs say, "It's been as good as last year and as long as I'm as good as last year, we'll be okay."