Downtown areas were once vital areas for commerce and consumption. Suburbanization changed this, vacating downtown for decentralized locations following the population sprawl. Recently the renaissance of many downtowns across the US has occurred, as locally-owned retailers returned to downtown areas and consumers are following by supporting these efforts. Civic engagement is key for downtown revitalization, and may occur more readily when linked with opportunities for consumption via local capitalism, providing a reason for people to return to downtown. Despite trends in downtown revitalization, few studies examine the topic, none link the locally-owned retail store to concepts of civic engagement and local capitalism. The purpose of this study was to explore how locally-owned retail stores offer a mechanism for revitalization that is fueled by civic engagement through both customers and store owners employing an ethnographic research design. Findings indicate that through local capitalism, civic engagement is key to successful downtown revitalization.