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WHITEFISH BAY - The big box stores had plenty of business on Black Friday, but what about the mom and pop joints? They're worried this holiday season might be their last. Mom and pop shops are usually on the front lines of tightening in the economy At Winkie's in Whitefish Bay, Black Friday started two and a half weeks ago. The owners of the mom and pop variety store sent out their catalogs to try and get a head start on the holiday rush. “We know the economy is not what it should be,” Winkie’s owner Beth Stulhmacher said. Many retailers across Milwaukee big and small are very concerned shoppers won't be spending as much this year, but not Stulhmacher. She's confident her loyal customers will return. “A lot of people come in and say we're only shopping family-owned, we're shopping local because they want to see us stay around,” Stulhmacher said. Stulhmacher says in their four decades in business they've never tried to compete against big box retailers. Their strategy has been to offer things that people won't get other places, like free gift wrapping, a shipping service and the best customer service in town. “We get people what they want when they ask for it. They can find a manager with any concern, and people like that now. They like the personal contact,” Stulhmacher said. She says despite the downturn in the economy, they'll make it through just fine. “We’ve been in business for a long time and we just have faith that everything will work out and we'll be okay,” Stulhmacher said.