Many Butler area residents awoke early today — and maybe even endured a few restless hours before crawling out of bed — to take part in that annual shopping experience commonly referred to as Black Friday.

As in the past, it has been a day of can't-pass-up bargains, standing out in the dark in chilly temperatures awaiting the doors of stores to be unlocked, and finally standing in long lines in checkout aisles.

Some people enjoy the experience simply because of the challenges it presents, even if they don't have a particularly long shopping list.

In those throngs of shoppers waiting for the doors to open hours earlier than normal, a sense of camaraderie often is evident as people discuss and joke about their common purpose — especially to be one of those able to buy certain things regarded as hot holiday items.

Every holiday season boasts such items, even in years with difficult economic conditions such as this one. Actually, those items represent a lift in the mood amid those tough conditions.

But while for many people the focus on Black Friday is to make a big dent in their holiday lists, there also should be a broader goal surrounding this day and the rest of the days leading up to Dec. 25. That goal should be support of local merchants.

For many merchants, especially smaller businesses like those found in Butler's downtown business district, doing well in the holiday season is essential for them to hold their head above water in the months thereafter — even under better economic conditions than exist now.

While Butler County is better off than a number of other area counties, it still is not where it would like to be, especially Downtown Butler, which over the years has experienced the same outflow of businesses that has hit other downtowns.

Increasingly, the Butler area has attracted many stores like those near Pittsburgh, so there is less of an incentive to travel there or to other more distant locations for the same gifts that are available here.

In the process, shoppers who remain here have a few extra dollars to spend for their gift lists by virtue of not having to spend so much money for gasoline to fuel a longer drive.

Downtown Butler stores pride themselves on excellent customer service amid a slower-paced shopping environment. For older shoppers, coming downtown for holiday shopping is a basis for reminiscence — to recall the times, as children, when they accompanied their parents, walking store to store in all kinds of weather.

If there's one criticism of the downtown at this time of the year, it is the lack of a big visual centerpiece holiday display to accompany the cheery snowflakes that otherwise add the glow of the holidays to the business district.

Additionally, individual merchants and other businesses could do a better job turning the downtown into more of a holiday showcase — a showcase that would draw people even from outside the immediate Butler area.

Coordinating such a combined, stepped-up effort could be one of the functions of the city's Main Street manager — at least forming a strong nucleus of people who could work toward such a goal for next year. While the malls and shopping centers are important parts of the Butler area economy, the downtown also is an important piece of that economic picture.

Black Friday can be both fun and challenging. It also is the day when shoppers can take time out to enjoy the local Christmas parade — as they did this morning.

Economic analysts believe the sense of panic of earlier this year has given way to a slighlty more optimistic outlook. While many people will be spending less during this holiday season, where they spend what they can afford will be an issue of greater importance than what it might have been in years past.

It is to be hoped that when area shoppers assess the purchases they've made today, they'll also have a feeling of satisfaction that they supported their community.

For area residents, shopping close to home can make everyone feel a little like Santa Claus.

— J.R.K.