As 2025’s holiday shopping season closes its first big weekend, broader U.S. data reveals record setting online retail activity, while in-store traffic remained muted.

Americans spent a staggering $11.8 billion online on Black Friday alone, up more than 9% from last year. Cyber Weekend, which includes the Saturday many associated with shop small/local businesses, continued the surge, with online sales on Saturday and Sunday reaching about $5.8 billion nationally. The overall trend, experts say, reflects a shift away from traditional brick-and-mortar mania toward more measured, online shopping.

Meanwhile, in quiet rural tourism communities in Door and Kewaunee Counties, local businesses were eyeing the holiday weekend with cautious optimism. Local promoters had urged holiday-makers and residents to “shop small,” especially on Saturday, to boost the regional economy. 

Small business owner Heidi Raak, from Yardsticks Books in Algoma, says that winter weather warnings and snow may have slowed foot traffic, but the customers did come out.  “Not as great of a weekend as I imagined, but I’m still up in sales.” Raak said.  She went on to say that her online store is thriving with sales not only locally, but around the world. With national online sales trending upward, local gains may be more modest and likely concentrated among businesses with strong online shops or loyal local customers.

This contrast highlights what makes Door and Kewaunee counties special: while national trends push more holiday shopping online, the region’s blend of local businesses, community traditions, and seasonal charm means the holiday season here is about connection, experience, and supporting neighbors, promising a festive season that unfolds warmly, one thoughtful gift at a time.