The all-out effort to save the Once Upon a Toy store in Edwardsville is one of those heart-warming stories. Imagine, people raised more than $75,000 in just a few days to pay the owner's called loan.

It reminded a lot of people of the movie "It's a Wonderful Life," when George Bailey's friends rallied to save his business. But if a happily ever after ending is to occur in this real-life story, people have to support the business routinely, and not just during a burst of emotion fueled by nostalgia.

People often say they support small businesses, or that they want to buy products made in the U.S.A. But then they spend their money at big chain stores or online retailers that can offer lower prices, and regularly buy cheaper goods made in China.

All small businesses need a community's support, but more importantly, they need paying customers if they are to survive.