Just Imagine Toys hosting Santa and his reindeer during Small Business Saturday

WASILLA — Just Imagine Toys was able to hold onto one of their most cherished holiday traditions. Santa and his reindeer are visiting the locally owned toy shop in Wasilla from 11 and 1 p.m. Saturday.

These magical guests have become a staple of the Just Imagine Toys’ Small Business Saturday celebration.

Owner Mary Scheie said they’re unable to offer coffee, cocoa, and donuts like they have in years past due to the rise in cases of COVID-19. She said that she normally collaborates with Kaladi Brothers and Donut King to “keep it local.”

“We’re just doing the best we can under the circumstances,” Scheie said.

There will be a 10 percent discount at the store all weekend, starting Friday morning. Scheie noted that there will also be free giveaways for visiting children.

Overall, the shop has been able to make it through the coronavirus afflicted economy so far, according to Scheie.

“It’s better than it seemed in March,” Scheie said.

Scheie expressed gratitude for the community support throughout the year.

“We had a lot of customers thank us for being here. That was nice,” Scheie said. “They’re concerned about all small businesses, is what I’m hearing… I thank them for their support… for shopping local.”

Aside from Neighborhood Toy Store Day, Small Business Saturday is the biggest event of the year at Just Imagine Toys.

“We’re usually very busy on Small Business Saturday,” Scheie said.

Santa and his reindeer are colorful reminders of the next holiday, the big one that gets everyone shopping for their loved ones. Small Business Saturday was created to support locally owned establishments across the country as a direct response to Black Friday and its sales catered to big box stores.

The holiday season has become a crucial shopping period that businesses large and small depend on every year. Small businesses are hit especially hard when they lose customers. Scheie said that shopping local is vital to keep small businesses like hers going.

“We count on it this time of the year,” Scheie said.

Just Imagine Toys store hours are 10 a.m. to 7 p.m. Monday through Friday, 10 a.m. to 6 p.m. on Saturday, and 1 to 5 p.m. on Sunday. For more information, call 907-357-1543. The store is located near the Wasilla Carrs/Safeway.

Contact Mat-Su Valley Frontiersman reporter Jacob Mann at jacob.mann@frontiersman.com.