CHAGRIN FALLS, Ohio (AP) — It began quietly, as an email to 40 friends.

But when a steady stream of customers began coming through the door before the family-owned Chagrin Hardware had even opened for the day on Saturday, it was clear that it had turned into much more than that.

The idea started with Jim Black, a resident of Chagrin Falls, a close-knit village in Cleveland's eastern suburbs that is part artist colony and part bedroom community. Black posted the email to a group of his friends. "Let's show our support for one of our local businesses," he wrote. "I challenge everyone to spend AT LEAST $20 at the hardware on the 21st."

Although his email referred to the idea of a "Cash Mob" or the notion to "Occupy CF Hardware," he really had no political agenda. And it wasn't meant as a protest against the big-box stores that have created an ever-tightening circle around the community.

It was just a way to thank Chagrin Hardware's owners for a beloved shop that has been a fixture in the village since 1857.

"These are good people who needed our support," Black said. "It's just that simple."

The store, overlooking meandering Riverside Park and the Chagrin River in the middle of town, has been run by the Shutts family for the last 72 years. It passed from uncle to father to older brothers Rob and Kenny and the three youngest, Steve, Susie and Jack, who run the store today.

Black's note was forwarded and forwarded and forwarded again. Calls started coming in from folks out of state who wanted to make a purchase over the phone.

And when the day came, so did the shoppers — one by one, with dogs on leashes and children in tow, hour after hour until the hardware was teeming with customers.

"This is small-town America," said resident Martine Scheuermann, a bag of pet-safe ice melt in her arms and her Springer Spaniels tapping their toes on the worn wooden floor at her feet. "This is a special family business in a town where everybody knows you."