Allover the airwaves retailers are pushing Christmas sales earlier than ever.  Commercials play the jingles of the holidays, all in hopes of bringing in more revenue despite a global economic crisis.

But for small business owners like Gretchen Dexter, reaching for the same dollar as larger retailers isn't easy.

"It's something we can't compete with. So, what we have to do is set ourselves apart with service and a selection of unique items...things they won't find anywhere else," said Dexter.

Her business Ampersand opened in downtown Springfield earlier this year. She says the economic down turn is something that's affecting business.

"I think people are just being very cautious with their money right now, because of the stock market and job uncertainty," said Dexter.

Therefore it's the little things that local businesses do that set them apart.

"We have a variety here.  We've pre-wrapped them. They are discounted off retail.  The idea behind that is people can come in here at the last minute, pick something up, take it to a party, and be ready to go," said Dexter.

But the wrapping paper may not be enough to compete with large retailers who are pumping millions into adds like these which read... "Our Lowest Holiday Prices"...."Best of Season Sale"....and "The Joy of Giving."

Dexter says many small businesses are turning to the Internet.  In fact, 90-percent of her sales are made solely on line.  She says if small businesses didn't look to alternatives like the web..."I think we'd be looking at a much grimmer situation."

But as the holidays approach it's Dexter's hopes, as well as other small businesses, that shoppers will turn to their locals this holiday season.

"If people buy from us, they are supporting the local economy," said Dexter.

Other small businesses we talked to said they will be adding free shipping as an incentive for holiday purchases.  All say, they that it will be those little things that will matter the most in the end.

Reports released on Friday show retail sales suffered their biggest losses in history for the month of October.

-Story ideas or comments?  Email me at wcarter@kspr.com