Busting out that pine-scented candle as soon as November hits, stocking up on Rayovac batteries just in case, and writing up a thoughtful gifting list are all small actions that can help you do the holiday season like a pro.
And as we close in on the biggest shopping days of the year, you should know that there’s a solid way to ensure your money is working extra hard as you spend it — and that’s by shopping small. Here, small business owners across the country share how your patronage to their stores (online and in-person) impacts their lives and the communities they support. Keep tapping to learn the big impacts of shopping small.
Creativity Is Unlocked
It should come as no surprise that small businesses are run by small teams, sometimes just a team of one. That means business owners like Teri Johnson, founder of the luxury candle company Harlem Candle Co., have to do a lot more than come up with genius ideas. But the more support they get from customers, the more freedom they have to expand their team, freeing them up to keep the creativity flowing. “Knowing that I can make enough now to hire people gives me more time to develop new projects that will bring joy to people’s homes,” says Johnson.
Communities Receive Much-Needed Funding
One of the coolest parts of shopping outside the usual big box stores is discovering unique brands and products you can’t find anywhere else. That’s exactly why Miriam Woo launched the Los Angeles-based lifestyle, wine, and spirit shop, Flask & Field three years ago. Woo says they source all of the products in their brick and mortar shop (as well as online) from independently owned wineries and brewers. Though it is an investment, supporting other small business owners has been one of the most rewarding parts of owning Flask & Field, Woo adds.
Work-Life Balance Becomes Possible
Candice Luter, the founder of Candice Luter Art + Interiors, says her small business began as a hobby as she worked long hours in sales. After she began consistently getting enough orders to make fiber design and custom mirrors her full-time job, she says she was finally able to spend more time with her family. “Working for yourself can be really stressful, but it gives me the freedom to be involved in my daughter’s activities without worrying about taking time off,” says Luter. “I finally have the flexibility to take care of what I need to while doing what I love.”
Creator Confidence Is Boosted
When you spend your money with a small business in its earliest stages, you’re showing support and excitement for what they create. Katie Czerwinski, the founder of Katie Is Doodling, says meeting so many people who appreciate her skills is especially meaningful since she has no formal education in design. “That’s been a big insecurity for me, and it means the world to know that people want to own my art, display it in their homes, or even give it to someone they love,” she says. “That reassurance has done wonders for my confidence in myself and the products I'm delivering, and it inspires me to keep going.”
Gifting Becomes More Thoughtful
When you buy a curated product from a small business, there’s a lot more to the gift than just the object or service itself. For example, at Harlem Candle Co., Johnson says each product is meant to tell a story. “When people buy from us, they’re buying into the history of the Harlem Renaissance and the groundbreaking figures from that era,” she adds. What’s cooler than that?
Sustainability Becomes Possible
As you probably know, stores that have the lowest prices are often the hardest on the earth’s resources. That’s why, Woo says, if you have the ability to, it’s important to shop stores that prioritize environmental sustainability and the health of their communities. “Shopping small is about aligning yourself with the values of the people you’re giving money to,” Woo explains. “It’s not always easy to do that, and it can be expensive.” But consider that to be part of your investment.