By Lindsey Doi

ROSEBURG, Ore. -- Many local businesses say they're gearing up for a slower-than-normal shopping season. But despite record unemployment, many store owners are confident that loyal customers will keep them afloat.

Even after celebrating its 50th anniversary this year, Harvard Avenue Drugs and Gifts is still going strong -- and that's something store managers hope continues into this holiday season.

Offering everything from snowmen figurines to customized soldier ornaments, customers can easily fill their Christmas shopping lists. But store managers say now it's the more affordable items that are flying off the shelves.

With record unemployment rates ravaging Douglas County, holiday spending is down. Some stores, however, like Hanson Jewelers, say sales are holding steady thanks to loyal customers.

Even though jewelry might seem like a luxury in a recession, Hanson's is expanding their inventory to include options for everyone, such as more affordable diamond jewelry set in sterling silver instead of gold.

All in all, store owners say they're optimistic about this holiday shopping season, even if the numbers aren't looking as favorable as previous years.