Sometimes a warm atmosphere, familiar staff and local charm can outweigh the convenience of online holiday shopping.
Several Jefferson City stores reported increased business this holiday season, some crediting the blossoming local shopping movement for getting people off the computer and into the businesses in their community.
"In Jefferson City, we have a very special shop-local community," Downtown Book & Toy manager C.C. McClure said. "I don't know whether that is national, but it is here and we see it a lot."
McClure said the store's downtown and Capital Mall locations brought in more customers this holiday season than last year, especially those looking for books on the New York Times Best Sellers list.
Even a large brick-and-mortar store like Menards saw increased traffic. The home improvement store's holiday shopping spree went so well, it extended into the day after Christmas, too.
Assistant General Manager Matt Medley said Menards' Jefferson City store welcomed more holiday shoppers than last year, which is a consistent trend. From concrete to fresh paint, it seems many do-it-yourselfers are now well-supplied for the coming year.
"Even the day after (Christmas) here, it's just crazy," he said Tuesday. "It kind of beat my expectations. I was not expecting to be as busy as we were today. It's been a consistent trend that gets better every year."
Carrie's Hallmark Shop on East High Street also experienced an increase in holiday shopping this year, especially holiday figurines to hang on Christmas trees. Owner Carrie Tergin said a new generation seems to be finding an interest in Christmas ornaments. New Disney characters like Moana were highly requested by young patrons, while "Star Wars" ornaments like Princess Leia and storm troopers sold out very quickly. The holiday classics like snowmen and Santa Claus also remained popular.
Tergin credited the store's gift-wrapping services, personalized monograms, comfortable socks and scarves, and mild winter weather for bringing in customers from near and far. Much of the store's return business she ascribed to the experienced and friendly staff members for taking the time to build strong relationships with their clientele.
"It was really great," she said. "I would say it definitely exceeded our expectations. It really does feel busier than it has been, and we've had a lot of great comments and people shopping from out of town. I've had a lot of people who have come in and said stores have closed in their communities, so they are coming in to Jefferson City."