With the rise of online shopping, popular nation-wide chains are closing their doors.
The latest closing, retail giant "hhgregg" is shutting down more than 200 stores across the country.
Local businesses are hoping to strive despite the competition of online shopping.
University of Arizona retailing professor, AnitaBhappu says online shopping has created a competitive environment.
"Retailers need to make much more strategic decisions about how they're going to use their dollars to improve the customer's experience," Bhappu said.
Stores like "Generation Cool" and "Mable's on 4th" provide their customers with a nostalgic experience.
Nicole Carrillo, Owner of "Mable's on 4th," says she wants her customers to have a kitchen that smiles.
When you walk in, Carillo wants customers to say, "oh my gram had that stove or my dad's bar," says Carrillo.
Across the street at "Generation Cool," owner Slobby Robby says that most of the things in the store remind people of their childhood.
They sell vintage items from the 80's and 90's.
While both stores have websites where they sell products, they say it's all about the in-store experience.
"Being able to walk around and experience the stuff like a museum or art gallery," said Slobby Robby.
Stores have to be creative and know what works to have customers come back.
Professor Bhappu says that she's seen both online and in-store shopping merge.
"Most consumers still finish their journey in the store because they want that physical, tangible feel and fit that they are looking for."
