Traffic grew on the highway because of the geography through which it passed. Much of the highway was essentially flat and this made the highway a popular truck route. The Dust Bowl of the 1930s saw many farming families, mainly from Oklahoma, Arkansas, Kansas, and Texas, heading west for agricultural jobs in California. US 66 became the main road of travel for these people, often derogatorily called "Okies" or "Arkies". During the Depression, it gave some relief to communities located on the highway. The route passed through numerous small towns and, with the growing traffic on the highway, helped create the rise of mom-and-pop businesses, such as service stations, restaurants, and motor courts, all readily accessible to passing motorists.