People were encouraged to think small this Saturday.

Customers were out supporting local shops for Small Business Saturday. Business owners returned the favor to their customers through in-store sales, drawings and special discounts for people who made purchases at other small businesses.

The Small Business Saturday campaign, which was launched in 2010 by American Express, gained traction in the valley after the Kalispell Chamber of Commerce officially recognized it in 2013. This year, approximately188 businesses in Bigfork, Evergreen, Kalispell, Lakeside-Somers, Polson and Whitefish participated.

Part of the appeal of shopping at local businesses is the unique selection wares. One such business is Imagination Station in Kalispell and Whitefish, which stocks an array of classic toys that have delighted children and adults over generations. At the Kalispell location, Carla Fisher of Columbia Falls shopped for Corolle dolls with her daughter, 3-year-old Hazel.

Carla said she comes to small stores like Imagination Station for the quality and selection that she can’t find at big box stores.

“There’s more of a fun selection and more educational options. I just feel better buying things here than from some of the big box stores. It feels like they have more things that are better made, even it’s a little more expensive,” Carla said.

Hazel eventually picked a baby doll with a pink headband for another child — one whom she wouldn’t meet, but who would have a brighter Christmas as a result.

“Glacier Bank has a giving tree, so this is for one of the families,” Carla said.

Over by a display of small toys, 3 1/2-year-old Hailey Barrett and her mother, Brandy, were surprised by Noreen Cady of Park Side Credit Union who asked Hailey to pick out toys up to $10 to buy them for her. As a Small Business Saturday participant, Park Side employees went around town picking up part of the tab for customers like the Barretts.

“We’re paying it forward,” Cady said. “It’s our way of thanking the community for supporting small businesses and building our reputation.”

Around the corner at Flair Boutique in Kalispell, snow flurries fell lightly on a string of “Shop Small” pennant flags and white and blue balloons that read “Lift Up Your Neighbors,” while inside shoppers perused an eclectic mix of wares from the humorous and witty to whimsical and uplifting. It’s a one-stop shop where one can buy a lederhosen unicorn ornament and a laser-cut wood ornament. There are many items “you can’t find anywhere else,” said 12-year-old Emily Hanson of Kalispell.

Emily and her mother, Brenda Hanson, were out shopping specifically because of Small Business Saturday to support local retailers.

“They’re part of our community,” Brenda said. She was holding one of the wood ornaments while Emily chose a more funky squishy pillow in a photo-realistic log print that would make the log lady character from the old television series “Twin Peaks” proud.

Flair Boutique co-owner Ryan Berweger, said this was the second year the store has participated in Small Business Saturday, and he noticed more traffic.

“The turnout has been fantastic this year,” Berweger said. “We’ve had more people today than yesterday on Black Friday. We are pleasantly surprised, and it’s great to see the community come out supporting us. It’s really cool.”

Jeff Brown, co-owner of The Hardware Store in Evergreen, also noticed an increase in customers since last year.

“We’re already 20 percent ahead of last year,” Brown said, referring to the amount of customers.

Customer service and expertise is part of the appeal of shopping at small local businesses.

“We pretty much are about the customer service,” Brown said. “We have two retired plumbers and one retired electrician [on staff]. My wife’s uncle has worked here 20 plus years and he knows hardware.”

A large benefit of purchasing from local businesses is that revenue generated stays in the community. Owners are also invested in their communities where they live, work and play. Imagination Station owner Mary Witbrod said the toy store has been open in Kalispell for about 14 years and noted that the Whitefish location has been there 21 years. She said local businesses are the biggest donors to area events, programs, initiatives and activities.

“We’re the ones that give back to the community,” Witbrod said.

Customer service and giving back to the community is a mainstay of the philosophy at Bitney’s Furniture, too. After 64 years in business, Bitney’s is fully invested in its community according to co-owner Lance Heuscher.

“For us it’s definitely about customer service,” Heuscher said. “We’re definitely here to help if issues arise.”

Hilary Matheson is a reporter for The Daily Inter Lake. She may be reached at 758-4431 or hmatheson@dailyinterlake.com.