By Apollo Woods, Executive Director of the Bigger Than Food Foundation
As the holidays approach, our communities are abuzz with the anticipation of giving and gathering. For small businesses, it’s also a time of high stakes and enormous opportunity. These local entrepreneurs—each representing a dream, a family, and a slice of culture—are proving their resilience by succeeding in unique and meaningful ways this holiday season.
The Local Movement Grows Stronger
The “shop local” movement is more than a trend; it’s a shift in mindset. Communities nationwide are recognizing that every purchase from a small business helps sustain a local ecosystem of jobs, innovation, and community connection. This resonates particularly during the holidays when shoppers look for gifts with stories and restaurants to dine.
People want to know their dollar matters. It’s about supporting the small shops that appreciate customers and they can visualize the impact of their spending.
Leveraging Creativity and Technology
Small businesses are embracing new technologies to compete with larger retailers. Platforms like TikTok, which seems to be on the route to be banned in America, and Instagram offer avenues to showcase products creatively and cost-effectively. AR-based virtual try-ons and QR codes for instant promotions are increasingly common among local shops looking to elevate customer experiences.
AI-powered chatbot are becoming the newest trend on consumer websites to guide shoppers through curated retail collection. For business owners, chatbots are like having a personal shopper. This fusion of tech and personal touch keeps customers engaged and coming back.
Collaboration is the Secret Sauce
This year, small businesses are teaming up to maximize impact. From joint pop-up events to shared gift bundles, partnerships amplify reach while strengthening local ties. For example, Junior League of Oklahoma City hosts their annual Mistletoe Market in Downtown OKC. Mistletoe Market is Oklahoma City’s premier shopping event featuring unique merchandise from a variety of carefully selected vendors from Oklahoma and across the country. Shop for clothing, gourmet foods, gifts, children’s items, jewelry, and more. Their collaboration boosted sales for both businesses and created a unique shopping experience for customers.
Immersive, Community-Centered Experiences
Nothing says “holiday magic” like an evening spent at a local event. Small businesses excel in creating experiences that larger competitors struggle to replicate. Think live music at artisan markets, DIY workshops, or storytelling sessions in cozy bookshops.
Sustainability as a Selling Point
More than ever, consumers value sustainability, and small businesses are uniquely equipped to meet this demand. Local makers often use eco-friendly materials, reduce waste in their supply chains, and offer innovative solutions like zero-waste gift wrapping.
Bethany Carter, founder of Eco Chic Goods in New York, notes, “People aren’t just buying gifts; they’re buying into a lifestyle.” Her shop, which features products made from recycled materials, saw a 40% increase in sales during last year’s holiday season, a trend she expects to continue.
Overcoming Challenges with Agility
This season comes with its share of hurdles: inflation, supply chain challenges, and tighter budgets. Yet, small businesses have responded with flexibility and creativity. Offering payment options like “buy now, pay later” or free local delivery services has helped ease customer concerns.
Supply chain disruptions? Many have turned to local sourcing, further reinforcing community ties. If a local business can stock it, buy it!
Global Reach Through Local Roots
While small businesses are deeply rooted in their communities, many are expanding their reach through eCommerce platforms. By shipping globally, they ensure their unique products touch lives far beyond their immediate neighborhood. This combination of local authenticity and global accessibility gives them a competitive edge.
Stories That Build Loyalty
One of the greatest strengths of small businesses is their ability to tell a story. Whether it’s the baker who uses their grandmother’s recipes or the designer whose jewelry draws inspiration from indigenous art, these narratives resonate deeply with customers. By leveraging platforms like social media, they share not just products, but the passion behind them.
A Call to Action: Choose Small, Create Big Impact
This holiday season, as you make your list and check it twice, remember the power of your choices. By shopping at small businesses, you’re not just buying a product; you’re fostering dreams, preserving culture, and strengthening your community.
Support them by:
- Visiting local markets and events.
- Engaging with them on social media.
- Writing positive reviews or recommending them to friends.
At the Bigger Than Food Foundation, we’ve seen firsthand how small businesses enrich lives far beyond the transaction. This season, let’s commit to helping them shine brighter than ever. After all, the holidays are about connection—and what better way to connect than by supporting the lifeblood of our communities?
Let’s make this season a celebration of all things small, local, and extraordinary.
