MILWAUKEE (CBS 58) -- For those still searching for that last minute gift, you’re not alone. This year, some shoppers are choosing to shop local instead of clicking that “add to cart” button online.

Inside Fischberger's Variety, there’s a little bit of everything.

“Customers think what fun. Wow, so many things to look at. I’ve gone around the store three times and there’s still more to see,” said Sarah Fischer, owner of Fischberger's Variety. “We love to serve everyone.”

That comes in handy in moments like this, when the clock is ticking and some Christmas lists are still long.

“Some dishcloths, I’m going to a friend’s house in a couple of hours so I figured I should show up with something,” said customer Georgia Rockwell.

“We are now approaching 12 hours ahead of gift opening,” said customer Ruben Sun. “So I had an elaborate idea for a gift, but it turned out it was too elaborate. And then I ended up with no present at all so now I’m looking for something.”

Fischer is used to that.

“The years in this neighborhood, the years that we’ve spent in this neighborhood have been stellar,” said Fischer.

Fischberger’s Variety has served customers in Riverwest for 19 years. Each Christmas Eve is bigger than the last.

“It’s been bonkers,” said Fischer.

Fischer says with every passing year, more people are choosing to shop local.

“I have to say I think shopping local is easier than shopping online. You have the thing in hand, you know what it is you’re buying. You can ask questions about it. You can’t do that online,” said Fischer.

For some, shopping locally means choosing community.

“You know if we don’t support the local business the they’re not going to be around anymore,” said Rockwell.

For others, it’s convenient.

“It feels great. I feel like I’m not the only one. And I’m also really glad they’re open for the next 45 minutes,” said Sun.

No matter your reason for stopping by, Fischer says the smallest purchase can make the biggest difference inside this store.

“I think that’s why we live here in this city. Because we love community, we love to be out and about – meeting our neighbors, meeting our friends,” said Fischer.