The crowds were more modest in the smaller businesses but the profits weren't as big, either.

"It's important to be open but it's not the end all do all that some of the stores make it out to be," said Gabriel Fitzwater, the general manager of Pathfinders, a store that specializes in outdoor equipment.

Shoppers probably found a more pleasant experience in their main-street stores, looking for more specific items than that discount big-screen TV.

"People don't have to come to our store, they come because they want to enjoy themselves," Fitzwater said, "so they're usually in a good mood when they get here and we help them find the right stuff."

The Old Stone House is another specialty shop, full of Christmas items and other products made in West Virginia.

"It's the more special, single item," volunteer Sally Kirkpatrick said. "You'll know it when you see it kind of an item."

But recession-weary shoppers are looking more carefully at what they'll pay for those specialty items.

"Before, when I first opened up, people would come in and they wouldn't ask about the price," said Elias Sedillo, the owner of G2 Gifts. "Now, you know, they're looking at the prices."

For long-established businesses like Pathfinder, and the all-volunteer charity of the Old Stone House, the reputation itself brings the shoppers back.

Fitzwater believes their mission helps boost their sales.

"People will come in and say 'You're supporting RDVIC (the Rape and Domestic Violence Intervention Center) this week,' or whatever organization it is they come in and shop specifically because of that organization."

Sales for small retailers usually pick up later in the season, but this Christmas season will go a long way in determining the future of some.

"This is the season that everyone looks forward to, this is where we make our dollars and it's a make or break season for everyone," Sedillo said. "Especially as a gift shop, I rely on Christmas itself."

Some shops told me their sales numbers were about the same as they were this time last year, others are already down 30 percent.

After a year of recession and cutting back on spending, retailers are hoping for more spending in this year's holiday cheer.