Optimism and JobKeeper payments have sustained Beechworth businesses whose financial pain has now been ongoing for eight months.
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More than half of businesses in the CBD have suspended shopfront operations, with seven weeks of restrictions in Melbourne taking away the majority of customers.
Beechworth Toys and Collectables is among those still trading, and manager Cathy Sandow is keeping optimistic - even putting up her Christmas tree in the hope it will come early.
"It isn't easy, but we're very grateful for JobKeeper and government grants, they have helped a lot," she said.
"I think a lot of businesses wouldn't be here without that.
"We've been trading throughout, but with a lot less hours."
The loss of tourists has been a major hit to the town - a street usually packed on a Saturday had plenty of car parks to spare.
"We're usually busy all year round ... it's really hard," she said.
"Kids still have birthdays, and jigsaw puzzles and games are still really popular.
"We have Buy from Beechworth."
The website promoting local traders is also supporting Billson's Brewery, and owner Nathan Cowan said online sales of cordial and alcohol were crucial.
"The Click for Vic campaign has also been amazing too," he said.
"Regional businesses in particular who rely on tourists, retail and hospitality, are doing it so tough at the moment.
"We're one of the businesses that feels like if we can hang on, and businesses can find a way to hang on, there will hopefully be some silver linings."
One silver lining for Mr Cowan has been the chance to bring forward renovations.
"I think we knew that's what we wanted to do, but we didn't really have a set time," he said.
"We put a commercial kitchen in, which will allow us to make some really nice food, and now we've got beer on tap.
"We're hoping that when the restrictions allow people to travel up here, it will be ready.
"About 50 per cent of visitors come from Melbourne."
A new 3600-litre copper still made in Griffith has also been brought in, which will help to keep up with gin, vodka, and whisky production - although the latter won't be enjoyed for at least two years, in world hopefully without coronavirus.
"We just keep ploughing ahead as much as we can," Mr Cowan said.
"It's a double-edged sword, because all of these businesses rely heavily on tourism, and a big part of that is Melbourne, but we also understand it's vital everyone stays safe and healthy.
"It's an emotional time for everyone - it is hard watching the daily figures.
"What we've done is try to put some goals aside that have allowed us to focus on the future.
"The conversations we've had with other amazing businesses in Beechworth is they're trying to do the same.
"We're trying to support each other as much as possible."
Mr Cowan said he was grateful for support through online sales and JobKeeper.
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"I'm not sure that we would have been able to continue without JobKeeper; we're a growing business, so part of our investment has been in the future," he said.
"We employ 20 full-time locals at the moment, and we've been able to keep everyone really busy.
"We wouldn't have been able to do that without JobKeeper.
"Moving into the future, we're really confident that if the virus can be kept under control, that these regions are going to do really well.
"I think we've always kept out eye on the future ... if things do reopen, we'll be ready."