HUNTINGTON -- While thousands crowded into the Huntington Mall in Barboursville for Black Friday discounts, others took a more laid-back approach by shopping in downtown Huntington.

Instead of jockeying for position in mall stores, shoppers casually strolled downtown and missed the long lines that mall shoppers had to deal with on Friday.

Joe Nemith of Ravenna, Ohio, said he would much rather shop downtown than in a crowded mall. Nemith visited Pullman Square along the 900 block of 3rd Avenue to take in a movie and pick up some gifts before Christmas.

"It's a lot less busier here than the mall," Nemith said. "I like the setting in the downtown better. (Huntington's) got a great downtown."

Despite smaller crowds, businesses reported seeing a steady stream of customers throughout the busiest shopping day of the year. Kim Lake, owner of MUG & PIA on 3rd Avenue, said her first customer came a few minutes after she opened at 8 a.m. Since then, Lake said, she's seen a steady flow of customers buying a variety of items from invitations and printing items to holiday gifts.

"There's been a lot of people coming downtown who've been visiting family members in Huntington," Lake said. "The people who enjoy shopping downtown, come downtown."

Tara Murphy, manager at Latta's Toy Station, said she felt similar support from customers on Friday.

"Most people have told me they're not going anywhere near a mall," Murphy said. "A lot of people are really loyal to the downtown and they'd rather give their business to small companies."

Murphy said the store was really busy Friday with parents and grandparents getting their holiday shopping done early. Popular purchases included board games, science kits and costumes, Murphy said.

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Mark Webb/The Herald-Dispatch

Lee Ann Rask, at right, shops for Christmas decorations with Lilli Rask at MUG & PIA on Friday in Huntington.

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