This Holiday, Support Small Business: Why It Matters More Than Ever

The holiday season is here and while it’s supposed to be “the most wonderful time of the year,” many people are feeling something else too: uncertainty.

Groceries cost more. Shipping costs more. Housing costs more. Some people are taking on extra work just to make living happen let alone the Holiday. So, if you’ve been thinking, “I want to be careful of where I shop and of how much I spend;" you are not alone.

That’s exactly why I want to talk about supporting small businesses this holiday season.
Not from a place of guilt, but from a place of awareness.

Because here’s the truth: small businesses are the heartbeat of our communities. And this year, your support, in any form, matters more than ever.

The Reality: Things Are Tight for a Lot of Us

Let’s just say it plainly: the economy feels shaky right now for a lot of people. Costs have gone up, but paychecks haven’t always kept up. Families are prioritizing essentials. Some people are choosing “thoughtful” over “huge” this year and that’s okay.

But here’s what many don’t always see when it comes to small businesses:

- When big-box stores have a slow quarter, they have buffers.

- When a small business has a slow month in November or December that can be the difference between, “We can reinvest,” and “We have to pause.”

- For many makers and small shop owners, holiday sales carry them through the slower months.

So, when you choose to buy from a small business, you’re not just buying a product — you’re helping someone keep their dream alive in uncertain times.

Why Small Businesses Are the Backbone of Communities

You hear people say, “Small businesses are the backbone of the economy,” but what does that really mean?

It means:

They create local jobs.
They keep money circulating in the community.
They often highlight culture, creativity, and representation that big stores overlook.
They sponsor local events, pop-ups, school fundraisers, and community causes, because they live there.

Small businesses don’t just sell products; they uphold community. Like many Independent bookstores across the country. 

And for many Black-owned, woman-owned, or family-run businesses, this isn’t a hobby; it’s a legacy. It’s “I want to leave something for my children.” It’s “I wanted to create what I didn’t see growing up.” It’s “I want to serve people who look like me.”

That’s worth protecting.

Thoughtful Products, Thoughtful Packaging

One thing I wish more people knew: small business owners think about everything and how it will make our customers feel.

We think about:

the message on the thank you card
the quality of the paper
the shade of the ribbon
the sticker on the tissue
the feeling you’ll have when you open it

We don’t just want you to get a product; we want you to feel seen. That takes time, intention, and often higher material costs because we’re not ordering 50,000 units at once.

So when you buy from a small shop, you’re getting something made with actual human thought; not mass-produced indifference.

“But I Can’t Spend Right Now.” That’s Okay.

This part is important: supporting small businesses is not only about spending money.
Yes, purchases help. But visibility helps, as well. And sometimes visibility is free.

Here are ways to support a small business when money is tight:

Share their post on Instagram, Facebook, or TikTok.

Leave a review if you’ve bought from them before, remember reviews help other customers feel safe buying. Tag a friend who would love their products.

Comment and engage so the algorithm actually shows their work.

Sign up for their email list — it helps them grow.

Mention them in a local Facebook group when someone asks, “Where can I get…?”

That 10-second share? That “I love this shop!” comment?
That could be the reason someone else discovers them. You become part of their marketing team, helping them grow and it was all for free.

Why Shopping Small for the Holidays Hits Different

And then when you can . . . 

You can buy one small thing because for a small business owner, small orders still matter.

When you buy from a small business for the holidays, your gift feels more personal.
You’re more likely to find:

*Unique, not-everybody-has-this items
* Culturally relevant designs
* Faith-based, affirming, or uplifting messages
* packaging that looks like a gift already
* a handwritten thank-you note (because yes, we actually do that!)

And if you’re someone who cares about representation — seeing Black women, Black families, or diverse stationery in your gifts — small business is where you find that. That’s where we tell our own stories through products.

How to Be Intentional with Your Holiday Spending

If you want to support small businesses this year but need to budget, try this:

1. Make your holiday list first. Who are you shopping for?

2. Decide your total budget. Be honest with yourself.

3. Commit a percentage to small businesses. Even 30–40% makes a difference.

This holiday season can still be a beautiful one, not because everything is perfect, but because we’re choosing connection over consumption.

When you buy from a small business, you’re not just checking off a gift list; you’re helping a dream thrive, a creator to be seen, and a community to stay strong. And when we shop with heart, everyone (both customers and small businesses) gets to feel the magic of the season in a deeper, more meaningful way. May you find joy and peace this Holiday season. Because the Holiday season is not about spending, it’s about family. It’s about joy. It’s about love. 

You may also enjoy reading:

Collaboration Over Competition: Why There’s Space for All of Us and How to Support Each Other