According to a 2023 YouGov survey conducted for Bankrate, “61 percent of holiday shoppers are likely to choose Small Business Saturday for holiday shopping. That number is slightly higher than the number of shoppers likely to shop on Black Friday (56 percent).”

Small Business Saturday, held the Saturday after Thanksgiving, is a marketing initiative launched in 2010 by American Express to support small businesses by encouraging holiday shoppers to purchase gifts from locally based entrepreneurs.

While many people would prefer to shop locally and ethically—keeping more dollars in the local economy and reducing environmental impacts—budget constraints may tempt shoppers to buy similar items at reduced prices or of inferior quality from big-box retailers.

Debra A. Stoltzfus, president and owner of Inshanti Pure Essential Oils, in Kinzers, does occasionally hear that shopping locally is more expensive. “But most of the time, local is better quality, and these businesses offer unique or handcrafted items. The products that local shops sell are handpicked, not usually mass produced. Small businesses care about their business and customers, and they will often go the extra mile for their customers.”

She adds that products made or sold by locally owned, independent retailers last longer because they are of better quality. “Also, when you shop local and small, you have access to the owner and can ask questions. They are often accessible, knowledgeable and helpful,” Stoltzfus points out.

Candy Ann St. Martine-Pack, owner and formulator of GSL Organics, in Quarryville, makes organic, plant-based skin care items for babies, children, teens, adults and seniors. She recommends buying gift cards of any denomination, which support local businesses and make ideal gifts, as the recipient can choose items they want.

In our online-obsessed world, reviews mean a lot, offering another avenue to support local businesses. “Also, spread the word—share positive experiences withlocal businesses on social media, through online reviews or by word of mouth,” St. Martine-Pack adds.

Makers markets, vendor fairs, pop-up markets and sidewalk sales allow small businesses to showcase their products, services and dedication to community. Because small businesses are based in the same area as their shoppers, they have a stake in ensuring the community thrives. Attending these events, regardless of how much one spends, helps put local small businesses in the spotlight.

Sign up for newsletters and emails to stay updated on events and sales from local businesses,” St. Martine-Pack suggests.

St. Martine-Pack emphasizes that GSL Organics has wonderful products for every budget. “Soaps make a good gift because it’s a practical, unique and thoughtful item that can be enjoyed every day. Pair it up with a lip balm or our Calendula Stick, only $12, for a creative gift that shows you understand that the recipient enjoys the finer things in life.”

She adds that GSL Organics offers many items for less than $20, including their popular skin remedies for winter dryness and psoriasis. “We can also custom make items for you at no additional cost, with a quick turnaround.”

Stoltzfus says Inshanti has an array of lip balms, skin care products, Earth Scents handcrafted pottery diffusers, essential oils, aroma jewelry and blends for less than $25.

The University of Minnesota Duluth also suggests in its UMD News article “Expert Alert: The Economic Impacts of Shopping Local” to be flexible and keep an open mind; browse local retailers and see what catches the eye while in the store, rather than going to a local retailer looking for a very specific product. Often, eclectic—and economical—surprises await.

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