Very soon—if you aren’t already—you’re going to be seeing festive decorations and holiday displays in every business you set foot in. Yes, it’s definitely the holiday season, and that means many of us are in shopping mode.
There’s a reason these businesses decorate for the holidays, and it’s not just to lift your spirits (though that’s always nice). They want you to shop. After all, a big part of the holiday season is about the joy of giving gifts, hosting parties, and offering tokens of gratitude. It’s why most businesses see a bump in revenue throughout November and December, helping them make up for shortfalls they might’ve had earlier in the year.
This is especially true for small, locally-owned businesses.
“For many small businesses, the holiday season isn’t just busy—it’s essential,” says Christine McPherson, assistant director and Main Street state coordinator for the Maryland Division of Neighborhood Revitalization. “Sales from November and December often help sustain them through the slower months of January to March.”
These small businesses face bigger challenges than big-box chains, which have scale advantages that let them price products more competitively or market more aggressively to a wider customer base. And they face bigger challenges than online shops, which have little to no overhead costs.
But even up against such challenges, these small businesses are a crucial part of a vibrant community.
Why Shop Local?
You might have heard that small businesses are the backbone of the economy. When you shop with a small business, more of what you spend stays local in the form of employee wages, taxes, rent, and charitable giving, compared with spending at a chain or an online business.
“We should consider that every time we spend money at a local business, we are voting for a vibrant local community,” says Erik Evans, executive director of the Downtown Annapolis Partnership.
A more vibrant community is also about people—and you’re probably already aware that your local businesses are owned by local residents who are invested in the well-being of where they live. “These small business owners are the very people who support local charities, youth sports, community events, and so much more,” says Christina Wingate-Spence, executive director of Downtown Cambridge. “Small business owners also support their communities through sponsorships and charitable giving—these are the very people who sponsor local Little League and youth soccer teams, local dance troops, school fundraisers, local nonprofit organizations, and more. They’re often the first to say yes when asked to assist with a community project or initiative.”
Not only are those businessowners philanthropic but also, they’re likely to be more in touch. “When you shop local, you get to experience something larger chain stores can’t always offer: personalized service,” McPherson explains. “Local shop owners often go the extra mile to help you find the perfect gift, and that attention makes the experience feel more meaningful.”
Plus, a local business is just good for local pride. An appealing commercial corridor and plenty of jobs, even part-time and seasonal jobs, mean higher property values, reduced crime, and increased tourism.
Tips for Shopping Local
So, what does shopping local look like during the holiday season? There’s no one-size-fits-all way to do it, and your approach might be as unique as the small businesses you’re patronizing.
For example, start your shopping early. The holiday season is a mad rush when everyone needs to get everything on their lists, but starting earlier in the year (or, even, the day) and spreading your purchases out over weeks or months isn’t just easier on your wallet but also much easier on businesses trying to manage inventory and staffing.
Free marketing and promo for local businesses is helpful, too. When you patronize them, give them a shoutout on social media, or recommend them to a friend you think would be a good fit for what they offer. “Many small businesses don’t have big marketing budgets, so your support outside of making a purchase goes a long way,” McPherson explains. “Follow them on social media, like and share their posts, and encourage your friends to do the same. Leave a positive review or tell others about your great experiences—word of mouth is incredibly powerful for small shops.”
And remember that many local businesses offer online ordering and local delivery. You get the convenience of online shopping but without giving your money to large corporations. And if there’s a problem with delivery or your purchase arrives damaged, you’re going to face much less stress because you can go resolve the issue in person. “Returns, exchanges, repairs, and warranty issues, are almost always easier to resolve in person versus trying to reach an out-of-area company,” Evans says. “There is also an increased chance of online scams if you are shopping from a company you are not familiar with.”
With all of that in mind, let this be the holiday season you support a local business for what’s on your list—you’ll be giving yourself the gift of a better community to call home.
Holiday Shopping Dates
In addition to local shopping sites, town centers, and malls hosting holiday festivities, many of our towns promote seasonal shopping campaigns, including:
Annapolis Midnight Madness. December 4th, 11th, and 18th. Late-night holiday shopping downtown and around the harbor with twinkling lights, special discounts, seasonal treats, and unique gifts in one of the city’s most festive traditions.
Starlight Shopping in Easton. December 4th, 11th, and 18th. Stores will be open until at least 7 p.m. to meet all your holiday shopping needs, with live music adding to the festive atmosphere. The Hot Chocolate Trail returns this year, featuring restaurants and bars to enhance the seasonal stroll.
Christmas in St. Michaels. December 12th to 14th. A long weekend of holiday festivities throughout town, including the “Marketplace and Sweet Shoppe.”
Mistletoe on Main in Cambridge. December 14th. An all-day event with holiday festivities and shopping throughout downtown Cambridge.
Think of the locally-owned businesses you know and love. There’s a good chance that these businesses…
- are owned and managed by somebody you know personally, maybe even a neighbor.
- provide more personalized customer service that you wouldn’t find with a big business where corporate sees you as one in a million.
- offer products or services that are specialty-curated for the unique needs of their local customers.
- have more flexibility to adopt to the wants and needs of their community.
- donate money, products, or services to local causes, such as charities, youth sports leagues, arts organizations, and fundraisers.
- add to a community’s local character (in other words, they’re where you recommend the tourists visit to get a true sense of what your town or city is like).
