LA CROSSE, Wisconsin (WXOW) – Millions took to their computers Monday to find the best holiday deals online.
Cyber Monday follows Brown Thursday, Black Friday and Small Business Saturday as way for retailers to cash in on people shopping on the Internet.
But for small businesses, that's not always the case.
"Why not participate in Cyber Monday when we have millions of users online and we have a sale and we have a great product," said Andrea Poukey, co-owner of Kick, a shoe retailer in downtown La Crosse.
Kick is one of very few downtown businesses participating in Cyber Monday.
"The whole world is technology-based and it's growing so quickly and rapidly. You have to play in that game," said Allison Krzych, Kick's other co-owner.
"There's some people who probably feel that the face-to-face is the best thing for them. You know, having people come into their stores where they can talk to them," said Belinda Mueller, marketing and administrative assistant for Downtown Mainstreet, Inc.
"And then there's some businesses who you're able to see the full product online," she added.
Mueller said some small business owners don't want to devote resources to maintaining a website, especially when they have a lot of inventory.
But for those businesses who do want more than a drive-by consumer, DMI will show them how to promote products online.
Staff at T.J.'s Cheddarheads is realizing a move to the web may bring in more revenue.
"I feel like everything is done online these days, and if you don't have an online presence, you're really not relevant," said manager Dani Peterslie.
Cheddarheads participated in Small Business Saturday for the first time this year. According to Peterslie, that online push brought more people into the store.
But right now, Peterslie calls Cheddarheads a "destination."
"We have a lot of merchandise that's exclusive to La Crosse."
Kick staff likes that diversity.
"What makes us different locally makes us different nationally," Krzych said, adding Cyber Monday sales are a step in the right direction.
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