Why Shopping Small Matters More Than Ever This Holiday Season
Photo by Alysha Sanford Photo & Marketing during a brand session in Roseburg, Oregon with Coco & Livi.
Every year around this time, life seems to speed up. School routines, fall events, long to-do lists, and the holiday countdown can make it tempting to grab everything on Amazon and call it good. I’ve done it before, and I completely understand why people default to whatever feels quickest.
But over the years, especially as my business has grown and I’ve connected more deeply with other small business owners, I’ve learned how much impact our purchases can have. Where we spend is just as meaningful as what we buy. When we choose to support a small business, we’re choosing to support families, dreams, stability, and community.
That’s the heart behind this post. I want to help you shop with intention, support the people who light up our towns and online spaces, and feel good about where your dollars go this year.
Why Shopping Small Makes a Big Difference
Your Dollar Stays Local
When you shop small, your money stays within your community. It helps local families pay for groceries, childcare, medical appointments, and holiday traditions. During a time when the cost of living is rising and many families are feeling the strain of reduced SNAP benefits, every purchase truly matters. A $25 order may feel small to you, but it can make someone’s entire week on the other side.
You Support Real People directly, Not Corporations
There is nothing wrong with buying from big stores when you need to. But choosing small businesses when you can makes a noticeable difference. Instead of contributing to a billionaire’s bottom line, you’re helping a family-run shop stay open, you’re supporting a maker who creates everything by hand at her dining table, and you’re encouraging someone who is putting everything they have into building something meaningful.
You Strengthen Community Connections
Every small business carries a story. Supporting them allows those stories to continue. It also helps strengthen the connections within your town or online community. Whether you’re buying a candle from a local vendor, ordering prints from a small artist, or grabbing coffee at your favorite spot, your purchase sends a message that their work matters.
This aligns so closely with one of my core brand pillars: your connections matter more than any algorithm. The same is true for your dollars.
Gifts That Mean the Most (From My Own Experience)
Some of the most meaningful gifts I’ve ever received have come from small businesses. Here are some favorites to get your ideas flowing:
Coffee, Restaurants and Local Treats
Gift cards to local coffee shops or restaurants always make my day. They support businesses I love and give me something special to look forward to. This is also an easy way to support small, local families while giving someone a gift they’ll actually use.
Experiences for Kids
As a toddler mom, I love receiving memberships or experience-related gifts:
A local zoo or wildlife park
A frozen yogurt date
Cinema dates
Play areas or activity passes
Tickets to seasonal events
Creative kits from craft fair vendors or small shops on Etsy
These gifts give our daughter something fun to look forward to and help us build new memories as a family, while also supporting the local establishment or maker.
Practical Gifts for Busy Families
One thing people don’t talk about enough is how meaningful grocery or department store gift cards can be. They allow families to choose what they need most, and they can take an incredible amount of pressure off during the holidays.
Local Makers & Vendors
Handmade soaps, candles, jewelry, art prints, specialty foods, and seasonal goods always feel personal and thoughtful. These makers pour so much care into every product. Holiday markets and vendor fairs are full of hidden gems, and you’ll often get to meet the maker in person.
Shop Etsy for additional small businesses that you could find niche, custom and quality items from and support.
Where to Shop Small This Season
Local Brick-and-Mortar Shops
Support the boutiques, bakeries, family-run restaurants, wineries, coffee shops, and general stores that help your town feel like home. Even one intentional purchase helps them keep going.
Pop-Up Vendors and Market Booths
If your area hosts holiday markets, craft fairs or year-round farmers markets, this is the perfect place to find unique gifts and seasonal products. Many of these businesses rely heavily on holiday sales and don’t have a storefront of their own.
Online Small Businesses
Etsy, independent online shops, creative entrepreneurs, wellness brands, coaches and designers all bring something special to the table. These businesses often create products or services tailored to specific needs, which makes their gifts feel thoughtful and personal.
Service Providers
Massage therapists, estheticians, barbers, cleaners, virtual assistants, photographers, tutors, and other professionals often offer holiday gift cards. These gifts feel like luxury without being extravagant.
Watch for announcements of gift certificates and special deals from your favorite small business owners!
How to Keep Your Dollars Close to Home
Here are some simple ways to be more intentional with your shopping this season:
Choose at least one small business gift for each person on your list.
Pair items together: a handmade mug with a coffee shop gift card, a local candle and a book find from the local bookshop with a cozy blanket.
Shop early. Many small businesses create products in batches or work solo.
Share their posts and tell friends about them. Recommendations go a long way.
Leave Google reviews for your favorite businesses.
Consider gifting experiences or services instead of more “stuff.”
Don’t forget consumables like teas, wine, seasonings, jams, or baked goods.
If you shop on Etsy or online, filter by “small shop” or “local seller.”
Consider the gift of donating to or volunteering for a local charity or organization, together as a family.
my CLosing thoughts
If money feels tight this year, you’re not alone. A lot of families are feeling stretched. Shopping small doesn’t mean spending more. It simply means choosing thoughtfully, choosing locally when you can, and choosing to invest in people rather than corporations.
Whatever your budget, your choices have an impact. Small businesses feel every bit of support, whether it’s a $5 or a $500 purchase.
Join Me in Supporting Small Business All Season Long
If this resonated with you, I’d love to share more ways to champion small businesses in your community. Every Friday I send The Friday Mix, a weekly round-up filled with small business love, marketing advice, local spotlights, sustainable strategies and can’t-miss tools for busy seasons. Click that link and subscribe!
And if you decide to shop small this year, I hope it adds more meaning, more connection, and more joy to your holiday season.