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The insides of the buildings are just as unique, with small business owners each having their own approaches to offer shoppers.

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Up and down the river valley, eager shoppers are treated to everything from one-of-a-kind chocolatiers, antiques and specialty gift stores in quaint downtowns to retail shopping complexes.

In downtown Hudson, Wis., for example, unique shops line each side of Second Street. Similar settings play out in Ellsworth, Wis., River Falls, Wis., and New Richmond, Wis. Farther south in Wisconsin is a hidden treasure, the tiny town of Stockholm, where arts abound.

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