This article is about small-scale independent single-store retailers that have been in business since the first half of the 20th century – an overlooked group of actors in retail research. Research has mapped the broader structural changes in the retail industry that have benefitted large-scale operations during the last decade. Still, there is an absence of explanations for the continuous existence of small-scale retail businesses with product lines competing with large-scale actors. Retail research tends to take economic profitability and growth as starting points to interrogate the capacity of businesses to successfully compete. Against this background, the longevity of inner-city small-scale independent stores dating back to the early 20th century remains a puzzle, which calls for looking towards alternative theories to find reasons for the persistence of this line of retail. We engage with this puzzle by exploring practices of valuation engaged by store owners in a selection of small-scale, independent stores established in Gothenburg and Stockholm (Sweden) before the 1950s. We draw on understandings of values as produced through social practices and inquire how forms of caring practices figure in the day-to-day maintenance of the stores as means through which they produce value. The article builds on ethnographic fieldwork focusing on in-store interviews with store owners, employees, and customers complemented with observations. We find that care figures in these stores as expressions of attention and presence, of maintenance and of tacit knowledge, and suggest that the retailers’ focus on the caring practices identified – rather than on prioritizing growth – is key to their continued, long-term existence. Anchored in an understanding of retail as situated in broader social and political processes, and as such also impacting society at large, we moreover emphasise the importance of attentiveness and valuation of, the caring practices that small-scale store owners engage in.