‘Open’ signs lit up an otherwise cloudy day and welcome mats were laid out for shoppers on Small Business Saturday.

In downtown Kalispell there are few open parking spaces. People holding shopping bags linger in front of holiday window displays then go inside to take a closer look at the unique wares the small businesses have for purchase.

About 29 small businesses around Flathead Valley participated this year, with many offering special discounts to customers.

This was the first year the Kalispell Chamber of Commerce has officially organized the event, which was started by American Express in 2010.

Some shoppers take a break to enjoy milkshakes and burgers at a packed Norm’s News. Norm’s News and neighboring business Western Outdoor are both Small Business Saturday participants.

Western Outdoor customer Phyllis Bush of Kalispell is shopping with family members visiting from Oregon for the Thanksgiving weekend.

“That’s why we’re here,” Bush said enthusiastically. “We’re here to support small businesses.”

Bush stacks four Horse-opoly board games and a pile of clothes at the checkout counter. An employee picks up the clothing to fold and gift wrap.

A recent transplant from California, Bush said she shops at Western Outdoor because the merchandise has a distinct Montana flavor — not to mention a selection of western boots in the thousands.

“This is the first store we shopped in when we moved here to get my husband some cowboy boots,” Bush said.

Inside Small Business Saturday participant Wheeler Jewelry, customers are greeted by employees standing in front of sparkling displays of precious gemstone-encrusted jewelry. This small business has a long history, having opened in 1908. Old black-and-white photos that hang near the entrance impart this history.

Debbie Snyder, owner of Flowers By Hansen — another Small Business Saturday participant — stops in and has a watch fitted by goldsmith Curt Shugart while she talks to Wheeler Jewelry Owner Lisa Poler.

Personal customer service and expertise is one of the perks of shopping at small businesses according to Poler who has 35 years of experience.

Poler said she was excited that Kalispell Chamber of Commerce decided to take on the Small Business Saturday campaign.

“It’s an opportunity to educate the public on how small businesses help support communities,” Poler said. “The profits stay here.”

After a few minutes customer Shirley Miller of Kalispell walks into Wheeler Jewelry and is greeted by her first name.

“I’ll tell you, many years ago I got my engagement ring from Wheeler,” Miller said with a smile.

There’s camaraderie between small business owners, employees and their customers that is seemingly absent from big-box stores.

Synder says goodbye when more customers come in and heads back to her store. Flowers by Hansen has been a Kalispell establishment since 1943.

Customers have kept these small businesses going for so many years.

She walks past white reusable “Shop Small” bags displayed between evergreen wreaths in front of her store.

Inside, her employees are busy helping shoppers look for unique gifts and home decor. Refreshments are set out for customers to enjoy while they shop.

“I think small businesses are the heart of America,” Snyder said. “We have invested money and effort in the community to make it a great place to come”

Reporter Hilary Matheson may be reached at 758-4431 or by email at hmatheson@dailyinterlake.com.