HONOLULU -- While thousands of people did their Black Friday shopping at malls and major big box stores, another group of customers spent their money at small, independent stores.

Locally owned businesses are working to keep customers coming through their doors during tough economic times.

"I know sometimes it seems more convenient to shop in bigger stores, but then, the smaller and unique boutique places tend to go away and we don't want to lose that here in Kailua," said shopper Evelyn Dahm.

Carole Iacovelli and her daughter looked for holiday dresses as Mary Z's Dress Shop.

"There are so many original and unique things when I shop local," said Iacovelli. "I find things I really wouldn't find in a chain store."

Owner Terrie Farmakis said value is her survival skill.

"We are trying to make everything affordable," she said. "So we are going with less-expensive items."

People shopping locally said they were looking for small, inexpensive gifts to give, including scarves that were selling for a dollar each.

Hella Meek is the latest in three generations of family members to run Windward Jewelers. She said the family has a simple strategy for survival.

"I think it is important to customers to have a personal relationship with the person they are dealing with," Meek said. "So we are all about service. We are a small-town store, so I think that is really key."

Bookstore owner Pat Banning said her customers keep coming to support the local flavor.

"It would be sad if that flavor that we give to the community goes away," Banning said. "It would be too bad. Plain vanilla is a lovely flavor, but you know, you need a little peppermint in there occasionally, too."