Because they can't buy in volume, it's tough for the local independent business to compete with the big box stores, but for a few price is their niche. Example: Plato's Closet at Mount Rose and South Virginia, selling recycled clothing more often than not first purchased at one of the chains.

"We're kind of fortunate in this economy," says Plato's Closet employee Ashley Fanning. "So instead of playing tons of money at the mall, you can come here and get twice, maybe three times as much. So, that's our niche."

That's not Valerie Curtis' business model at Babboo, her children's clothing store on California Avenue, but her strategy is still offering something the big stores don't have.

"We're trying to focus on having really unique items you can't find anywhere else in Reno."

Still, Curtis says today's shopper has changed and pricing is part of her adjustment. Two years ago she says most items in her store would be full priced. Today, she makes sure there are daily bargains scattered throughout.

But one effect of hard times can be the sense that we're in this together. Locals supporting locals may be more than a wishful thought.

"I'm trying to keep my staff and create jobs," says owner Jessica Schneider of Junkee, a recycled and vintage clothing store on South Virginia. "A lot of small business owners I know are trying to do the same. People hear that right now."

And there's one other difference between these local firms and their big competitors. Times may be tough, but, even on Black Friday, they're sleeping better and longer.

"I told my customers to sleep in," says Schneider. "Don't come to my store at five in the morning. I won't be here."