. >> reporter: where owner cecilia hardacker is hoping this newly branded shopping day will help reel in customers. >> we can't compete with somebody that's ray big box but because we're unique and because we have that personal touch, people come back to us. >> reporter: merchants point out there's something in it for local consumers in return. for every $100 spent in independently owned stores, $68 stays in the community in the form of taxes, payroll, and other expenditures compared to just $43 spent at big box stores. small businesses make up 95% of the retail landscape, but they've been hit hard by the recession. about half report cash flow problems. that's more than a 10% jump since 2007. >> the independent retailers have had to work harder in order to survive in this economic climate. that's why you've seen them as early adopters of technology and social media. >> reporter: they've embraced facebook and twit tore maintain relationships with customers with a personal touch, the chain stores can't copy. >> when people come in, we say hello. we have 7,000 people on our mailing list