VALENTINE, Neb. — As online shopping reaches record highs, a Valentine business owner is trying a new approach to get residents off their screens and back into local stores.

Cyber Monday sales hit an estimated $14.25 billion this week, according to Adobe Analytics — the biggest online shopping day ever recorded. Black Friday brought in another $11.8 billion, nearly a 10% increase from last year.

With that trend in mind, Valentine restaurant owner Robert Joseph hopes a small incentive can draw more customers downtown during the holiday season. Joseph, who owns The Bull Market, is offering a free burger and fries to anyone who brings in a same-day receipt from a locally owned Valentine business. The receipt must be for a holiday gift, and the deal runs November 30 through December 5.

“I would just like to see more foot traffic down here,” Joseph said. “It just didn’t feel like there was enough real local shopping, because you do have to put in that extra effort.”

Joseph said small businesses are struggling to compete with national retailers offering deep discounts. But he believes supporting local businesses brings added community value beyond the price tag.

“The price you’re paying that’s more for that burger, that sweater, that bouquet of flowers — it’s also the reason I don’t have my voice right now,” Joseph said. “I coach the local youth football and wrestling teams. There are so many people doing that. They’re not just business owners; they’re part of the community.”

Joseph is also in the middle of remodeling a 125-year-old downtown building into a new bar and restaurant called The Draw Bar, slated to open this spring. The renovation has brought its own surprises — including the discovery of a previously hidden stairway under old flooring.

“We have suffered through the construction process, but we have a beautiful downtown Main Street, and there’s a lot of reinvestment happening right now,” Joseph said.

From a planned movie theater to a new hardware store, Joseph said momentum is building, but businesses still depend on local support, especially during the holidays.

“My vision is that by the time it gets nice out and Valentine becomes a beautiful place to walk again, you’ll see the doors swing open,” Joseph said. “Whether you come with your kids, want a quiet dinner or a rowdy night out with friends, there should be a spot for you in The Draw Bar.”