American downtowns were once the place to see and be seen, but the introduction of the shopping mall in the late 1950s challenged this notion and gave the American consumer a different place to spend their time and money. The prevalence of shopping malls has slowly been declining across the country since the beginning of this century, leaving room in the American retail landscape for downtowns to reclaim their status as community and retail centers. Towns across the U.S. are turning to national and local organizations to assist them in revitalizing their downtown districts. Downtown Bloomsburg, Inc. (DBI), a non-profit organization located in the small town of Bloomsburg, Pennsylvania, has been working since 2006 to revitalize its town’s downtown and main street area. The unique findings presented here were derived from a four month long ethnographic study of downtown Bloomsburg merchants and shoppers and are meant to be used by DBI as a supplemental guide for further revitalization of the town.