Small children and Santa, is the classic yuletide lure to get shoppers to the stores. The Eagle Village Shops in Wayne, Pa. is a center with just a few dozen upscale boutique specialty shops, and a radical contrast to the mall madness of Black Friday.
The small independent merchants can never match the hype generated by the huge chains and big box giants who attract the masses during the holiday season.
Most of the shops are owned by women, and Eagle Village, like many other village shops, have their own holiday sales strategy; push for consumers who want to avoid the crowds and shop locally.
"We're not offering the merchandise that is mass produced. Everybody's trying to get that one time hyped gift," says Donna Torpey, Eagle Village General Manager.
"I like the smaller stores, because of the personal attention and the crowd factor," says Debbie Clower.
The small business atmosphere has a whole different vibe, with owners on site to deal directly with customers as they work to move their unique inventory.
"We're definitely trying to do a lot of business around the holidays. We're an accessories store, so we do a lot of things that are prices well for gifts," said merchant Whitney Bachrach.
This may be a plaza where the elite meet. Those shopping here today don't even venture out on Black Friday.
"I've always been used to smaller stores and smaller boutiques. I've always enjoyed them. I think they're unique, I think there is more personalization, and there is usually, unfortunately, less crowds," said Irene Bauer of Pottstown.
"It's small business. I love that we're supporting the community, and I love that everybody doesn't have what you are wearing. So it really draws you in to be a little bit different," said Donna Manzi from Annapolis, Maryland.
That may be just what they are selling in Wayne, a little bit different.
