The past few years have altered the way we approach everything from travel to child care. While in some ways, a return to normal is starting to happen, one thing is certain:the way we shop has changed forever.
From curbside pickup to consumersustainability expectations, commerce rapidly evolved to the changing times. The effect has put pressure on small businesses to keep up.
As the effects of the pandemic started to reveal themselves, communities rallied and support for small businesses increased, according toShopify research. Of those surveyed who reported shopping locally, 79% said they did so to protect their communities. “People are realizing, ‘If I don’t seek out independent businesses, they will cease to exist,’”说Satish Kanwar, VP Product, Shopify.
Economic uncertainty and continued supply chain woes are among the latest concerns for founders. While the need to support small businesses is obvious during this time, the benefits of shopping small extend beyond it. Here, we’ll illustrate whyshopping at small businesses is beneficial to you, to communities, to future generations, and to the local economy.
Plus, we’re sharing more than 100 ideas from independent businesses to help you find unique products to fill your shopping list. Jump to the list.
5 compelling reasons to support small businesses
Competition from chain stores, skyrocketing retail leases, and struggles tosecure fundingor managecash flowall contribute to well-known small-businessfailure rates. Even for those that survive, animpending recessionis another cause for worry.
But small business owners are important to the economic and social fabric of our society. Here’s why it’s important to support them.
1. They make a positive impact to the local economy
Growing companies, some that started in garages or coffee shops, foster eco-systems that enable other small businesses to thrive in their wake. Entrepreneurship inspires and facilitates more entrepreneurship—think online curators, who amplify even more small brands, bringing their products to new audiences.
When you buy local, your dollars stay in the community and help local development. This is called the multiplier effect. For example, a restaurant buying ingredients from local producers, using a local insurance broker, and hiring a local design firm, building symbiotic relationships that help the whole business community prosper.
2. They support communities and job creation
Small businesses, especially in the case of retail stores, are often major contributors to the heart of a local community. “Main Street” becomes a hub of activity, where stores, business associations, and local governmentswork collectivelyto create and preserve the character of their town or neighborhood. This helps drive up the appeal of the town, attracting tourism dollars into the community. The effect has a positive impact on adjacent hotels, attractions, and tours.
Small businesses also create local jobs. A healthy presence of small businesses in communities also helps people learn on-the-job business skills, empowering the next generation of entrepreneurs.
3. They are often sustainable shopping alternatives
While not true in every case, smaller businesses (likeDTC brands) may have a shorter manufacturer-to-consumer journey, meaning there is more transparency in ingredients, materials, and the source of the products you buy. Small businesses are often makers, producing goods locally. Or they are resellers of products made by small-batch brands.
Smaller businesses often have the means to manufacture and source locally and ethically because of smaller quantities. You may pay more for these goods versus similar items at chain retailers, but you’re paying for the peace of mind that comes with ethical production.
4. They put customer experience first
Large brands have recognized thatimmersive retail is a winning strategy, but the intimacy ofpersonalized shopping experiencescommon to small businesses is hard to scale. Many new business owners launch alone and fill every role in the business, including customer service. The good ones will bend over backward for each shopper—because every customer matters when you’re small.
Shopping with small businesses is also a point of discovery for new or local brands. Where department or chain stores win on volume and price, small businesses shine in diversity, uniqueness, and a personal touch.
5. They cater to diverse and niche customers
“When you’re ignored by the mainstream media, you have to become a problem solver,” says Yelitsa Jean-Charles, founder ofHealthy Roots Dolls. “We have to solve our own problems.” Underrepresented founders often cater to the unique needs of their own communities. Entrepreneurship becomes a way to bypass systems that often come withdiscriminationorbias—allowing them to build products or offer services on their own terms.
Supporting small businesses is a way to help underrepresented founders thrive andbuild strength in their communities, paving the way for future generations.
How to support small businesses
Now that you knowwhyit’s important to support small businesses, here’showto do it. There are many ways your dollars can be diverted to small brands, from switching to the independent grocer for your weekly food spend to spreading some love on social media.
1. Actively discover new brands
看看周围的while you’re out walking in your neighborhood. Is there a small lifestyle store you haven’t noticed before? An independent bookshop you haven’t visited? Check with neighbors andreview sitesto discover local spots that may become your new favorite small business.
You can also download theShop App. It not only tracks all your orders from all online stores in one place, it’s also a great way to discover local and curated businesses and get notified when your favorite brands have new products in stock.
2. Buy gift cards
During the pandemic, many businesses pushed gift cards, asking their customers to support them until their doors opened. You can still buy gift cards for yourself for later use. It’s a way to support a business now, even if you don’t need anything.
Gift cards are also a great way to introduce people on your gift list to your favorite small businesses, giving them valuable organic word-of-mouth and a potential new customer.
3. Share your favorite stores in your social networks
Small businesses today are facing increasing competition, highercosts to acquire customers, and lower return on advertising spend. Brands with a small budget rely on their loyal customers to help spread the word via peer-to-peer and social referrals.
While others in your circles may be looking for ideas, it’s beneficial to share an anecdote about a positive experience, post an unboxing video, or submit positivereviewsof products you’ve purchased from small businesses.
4. Buy gifts from small businesses
Larger retailers have made it easy to shop, with incentives like Amazon’s free next-day shipping. But if you have a little more time to wait, you can find unique, handmade, or sustainable alternatives from small businesses. Give twice with every gift—your business means a lot to independent brands.
5. Rethink your budgets
Buying from an independent clothing brand over a fast-fashion brand or a big-box store often means spending more money. That’s because it costs more to produce high-quality garments ethically. But think about your budget in the long term: being smarter about how you allocate your clothing budget might mean buying fewer pieces that last longer—and supporting a small business in the process. This can apply to other types of products like home goods and furniture.
Shopping guide: 100+ products to buy from small businesses
Gifts for your bestie, gifts for your stepmom, a little something for yourself. Whomever you’re buying for and whatever the occasion, there’s an independent business with the perfect product. Here are a few to discover—everything from backyard hammocks to DIY STEM kits.
Food and drink
While many restaurants closed during the pandemic and TikTok recipe hacks had everyone trying the latest food trend, home cooking was having its moment. From sourdough to preserves, the past few years have led many to discover a new passion for food. Keep that energy high and resist the takeout temptation by upgrading your kitchen with goods from these small businesses.
- Handcrafted wooden cooking tools from the family behindOld World Kitchen(Bonus:Read their story)
- Professional-grade pots and pans bySaflon
- Zesters, pinch bowls, and other baking tools fromPot & Pantry
- Stylish cleaning tools fromGoods
- A trip to Italy in your own kitchen with virtual cooking classes byNonna Live(Bonus:Read Nonna’s story)
- Cocktail kits byBar from Afar
- Vegan ramen cookbook byWil Yeung
DIY and craft supplies
Like food, interest in crafts saw a surge as more of us found new hobbies to combat the effects of isolation. Up your craft game with these easy-to-follow kits and supplies for more advanced DIY. You might even be ready to start your ownhandmade small business.
- Sew-your-own clothing patterns byFriday Pattern Company
- Simple wooden cross-stitch kits for tiny hands fromStitched Modern
- Artist-quality tools and brushes fromMartha Mae
- Yarn and knitting supplies byThe Knitting Tree, LA
- Architectural scale-model building kits for kids and adults alike byArckit
- Indoor gardening tech bySmallGarden
Fitness wear and gear
If you replaced your local gym membership with a home set-up, you’re not alone. Theat-home fitness trendexploded at the start of the pandemic. As you look to upgrade your home gym or replace worn out sneakers, check out these independent fitness brands with unique goods and services for getting in shape.
- Cork yoga mats byMukta Being
- Kettlebells and weight-lifting equipment fromFringe Sport
- Exercise bikes and home gyms fromG&G Fitness
- Footwear byYork Athletics Mfg.(Bonus:Read their story)
- Fitness wear bySuperfit HeroandManduka
- Anywhere, anytime fitness with virtual classes byBodylove Pilates,P.volve, andHylo Fitness
Goods that give back
Supporting small businesses is already an act of kindness, but you can go a step further by shopping from sustainable and ethical independent brands or nonprofits. Here are a few that offer great gift ideas, too.
- Ethically sourced Australian Aboriginal art fromART ARK
- Luxurious organic cotton sheet sets byAlterra Pure
- Organic MoonWomb nursing pillows byThe Sustainable Baby Co.
- Plastic-free brushes byVirtueBrush(its tree-planting program has planted over 62,000 trees)
- Ethically produced footwear and accessories byNisolo
Need more ethical gift ideas?Check out our list of sustainable products picked from more than 50 small businesses. ♻️Read the article
Remote work and home offices
Working from home? Same. Now we’ve all joined the reality of the many entrepreneurs who start businesses from their kitchen tables. Update yourhome office designwith goods to make your experience more ergonomic and professional.
- 独特的笔记本站在MOFTandMasaya & Co.
- Sustainable wood desks byFrom the Source
- Heated coffee mug byEmber
- Wall-mounted paper rollers byGeorge & Willy
- Window-mounted standing desk byDeskView
- Wooden desk accessories byGrovemade
Technology and gadgets
Startups are often the most nimble businesses, acting on tech trends to bring innovative products quickly to market. Shop gear and gadgets that automate tasks, keep your loved ones safe, and teach kids the basics of STEM—all from independent brands.
- GPS tracking watches for kids byLil Tracker
- Noise-canceling earbuds byPadmate
- STEM kits for young people byMakey Makey
- Smart home security cameras byMomentum
- Retro flip clock bySchoolhouse
Kids clothing and toys
Swimming in plastic junk and stumped for gift ideas for kids who have everything? Get creative with ideas from small businesses that aim to spark creativity, encourage movement, and expand growing minds.
- Inclusive jigsaw puzzles featuring diverse characters fromPuzzle Huddle
- Statement tees for future activists byThe Bee & the Fox(Bonus:Read their story)
- Jewelry designed for kids by kids fromGunner & Lux(Bonus:Read their story)
- Cozy bamboo and cotton basics for active play fromLittle & Lively
- Fort building and construction kits byFort Magic
- Kids’ music player byJooki
- Black dolls with lifelike hair byHealthy Roots Dolls
Coffee and tea
Making coffee is one part art, one part science. And many brands have sprung to the challenge to bring artful coffee technology to homes everywhere. From pour-over makers to gorgeous pottery vessels, you can create a café-worthy experience without leaving your pajamas.
- Pour-over coffee maker and accessories fromMelodrip(or try the single-serve portable version byOne Fresh Cup)
- Tea byBLK & Bold(Bonus:Listen to their story)
- Beans by绕道咖啡烘焙机andRwanda Bean
- 研磨机和咖啡马赫ines fromClive Coffee
- Handmade pottery coffee mugs byRed Bison Studio
Self-care
Stressandlonelinesscan creep in anytime. It’s important to stay in touch with yourmental healthand accesswellness resourcesavailable to you, even as a preventative measure. And, it never hurts to indulge in a littleself-care. These small businesses offer goods to help you sleep better and create an environment of calm.
- Luxe loungewear byWalls of Benin
- Cozy and cute slippers fromBureBureandPatricia Green
- Self-care subscriptions byLunarly
- 52 Lists books byMoorea Seal
- Home mists and essential oil diffusers byVitruvi
- Sleep machines and accessories byYogasleep
Clothing and accessories
We’re all spending a little more time in loungewear these days, but for those who haven’t given up on “hard clothes” altogether, there are plenty of independent fashion brands selling apparel that’s cool and comfy, too.
- Non-frumpy sweats byIjjiandOKAYOK
- Loafers byBlackstock & Weber
- Clothing for transgender girls byRUBIES
- Drop earrings byOctave Jewelry
- Statement tees bySheNative Goods
- Apparel printed with designs by those with developmental disabilities byAlivia
Garments for GoodShop these brands that take a mindful approach to business to protect humans and the planet. READ:40 +可持续服装品牌
Leisure time
对一些人来说,届eir pandemic-born hobbies are here to stay. If you’ve burned through every jigsaw puzzle or overplayed your board game collection, small businesses are here to help with kits, games, and other diversions to keep idle hands busy.
- Outdoor space explorer coloring book byOoly
- Designer puzzles for the whole family byFour Point Puzzles
- Beer-making kits—chocolate maple porter and jalapeno saison, to name a few—byBrooklyn Brew Shop
- Custom board game shelves byBoxThrone
- Mouse Book Cluboffers sets of curated portable versions of book classics and new favorites
Pet supplies
Pets are the real winners of the move to remote work, having humans close at hand for a scratch, a treat, or an impromptu game of fetch. These independent businesses sell everything from cookies to toys to custom pet-themed art.
- Ropes, balls, and stuffies for dogs byHarry Barker
- Healthy pet food and treats byFarm to Paw
- Custom pet portraits byRoyal Pet PawtraitorMy Pooch Face
- Orthopedic dogs beds byBig Barker
- Colorful matching leads and harnesses byWild One
Custom gifts
Nothing says “I’m thinking about you” more than a truly personal gift. These independent businesses help you create one-of-a-kind gifts with your loved one in mind.
- Custom neon signs byNeon MfgorMK Neon
- 构建自己的礼物盒Happy Box
- Mystery book bags, based on your preferences, byType Books
- Custom cocktail napkins for weddings and events byMiss Design Berry
Beauty and skin care
The skin care and cosmetics markets offer overwhelming choice—a trip to Sephora can be a dizzying experience. Take time to discover small brands with unique products tailored to specific skin tones or skin conditions to find your next go-to moisturizer or mascara.
- Skin care byThen I Met You(Bonus:Read their story)
- Lipsticks curated for darker skin tones byMFMG (Makeup for Melanin Girls) Cosmetics
- Skin care for men of color byCeylon
- Pillowcases that combat dry skin and tangled hair byMadison and White
- Bath and body products byAlaffia
Travel and staycation
While travel is starting to ramp up again, there are plenty of advantages of staycations, too. Kit out your backyard, engage in urban exploration, or start planning your next trip with these products from small businesses.
- Backyard hammocks byGrand Trunk
- Hand-drawn maps to plan the next adventure byXplorer Maps
- Custom-city-map etched glassware byWell Told
- National Parks notebooks fromCity Bird
- Backpacks for local hikes and urban exploration—neutral packs byGo Forth Goodsor colorful packs byCotopaxi
- Bikes for shorter trips around the neighborhood byBrooklyn Bicycle Co.
- Stock tank pools bySalt Shack Backyards
Outdoor gear
We’re not saying you should panic, but preparedness never hurt anyone. These shops have everything you need to go on an extended off-grid stay in the woods—social distancing at its finest.
- Survival kits and gear fromMy Patriot SupplyandUncharted Supply Co.
- Axes for camping and chopping wood for the stove byBrant & Cochran(Bonus:Read their story)
- Portable campfires for anywhere, anytime camping byRadiate Portable Campfire
- Fishing and hunting apparel byHabit Outdoors
- Garden kits and accessories byCoco and Seed
Cozy gifts
For those in climates that dip below freezing, getting warm and cozy is the best way to beat the winter blues. These independent brands sell goods to keep you toasty, from lush robes to indoor greenery.
- Cozi Throw byJohanna Howard Home
- Denim and leather log-carrying bag for indoor fires byMi Cocina
- Light therapy lamps byVerilux
- Luxuriously soft robes fromAll You Are
- Sunday Scaries Kit byPinch Provisions
- Vibrant cotton and linen bedding byMaison Tess
- Air cleaning plants fromPartly Sunny
Shop small for all
Beyond their size, small businesses are defined by their spirit. And at the helm are their intrepid founders—scrappy, ambitious, and resilient. They invent and build things despite uncertainty, because it’s what drives them. Their risks lead to innovation that moves the world forward. And we need them. “Communities without businesses just aren’t communities,” says Toby Shannan, COO of Shopify.
It may take a little more effort to hunt down an independent alternative to each of your favorites, but it’s worth it. You’ll not only discover unique products, you’ll also be helping the local economy and future generations thrive.
Feature illustration by Isabella Fassler