How to shop local, both in person and online

Shopping small runs in my blood. My mom started her own marketing agency to support both of us when she was pregnant with me. A few years later, she started another business during the Great Recession. Since then, I’ve watched on the ground and in real time the dedicated sacrifice, the frothing creativity, and the necessary, patient perseverance to balance a small, female-owned business while being a full-time mom. 

When you shop small, it’s not empty virtue signaling, it’s putting your dollar in the pocket of your neighbor. When you exchange cash with a smile or tap your credit card, your money stays in your community. Behind your personalized gift or newest collectable lies someone’s devoted passion. Inspired? Here’s how you can shop local both in person and online. 

The local cheat code 

If you’re not tapping into your local Chamber of Commerce, you’re missing out. Think of it as the ultimate insider’s guide to everything from upcoming farmers markets to family-friendly festivals and neighborhood happenings. Familiarize yourself with their website. Sign up for relevant newsletters they offer, and follow their social media calendars to learn about upcoming events. The Chamber will also have the business directory of all the local stores in town. And the best part? They know exactly which brick-and-mortar spots could use a little extra love.

Where the hidden finds actually are 

In high school and college, I spent weekends working vendor fairs for my mom’s business. It’s where I learned how to talk to strangers with confidence and take on real responsibility. I also discovered some of the best under-the-radar places to shop.

If you’re hunting for unique and one-of-a-kind statement pieces, vendor fairs are a goldmine. You’ll find handmade jewelry, small-batch beauty products, vintage clothing, and creative goods you simply won’t see anywhere else. The experience goes far beyond the booths. There’s usually a great coffee shop nearby or a satisfying lunch spot waiting to be discovered on-site. Those unexpected places can help plan your next coffee date or birthday gift, and continue the cycle of uncovering local gems. 

Even better, these events make the perfect excuse to grab a couple of friends and turn it into an outing. Shopping small doesn’t have to mean buying something every time. It’s also about discovering new places in good company and keeping those places on your radar for when you are ready to spend.

Eat, drink, and be merry!

Sometimes we think shopping locally means intentional, static purchases, but physical needs (hunger and thirst) can result in an immediate win-win. Where you eat and drink matters, so patronize local restaurants, bakeries, and coffee houses! 

The biggest trap you don’t want to fall for is assuming a successful local chain is not a worthwhile use of your money. Small businesses don’t always mean physically small. A local restaurant chain or a hardware store, for example, actually employs many people that live right near you. 

Localized farmer’s markets are a great way to buy fresh, whole foods, honey, and even smallbatch wellness products. Don’t forget that some local grocers carry dairy products that support small hobby or family farms. With apps like Farmish, GrownBy, and RedHen, you can buy direct from local farms and locate fresh vegetables, pasture-raised meat, and raw milk in your area.

Need a night out? Local musicians would more than welcome your dollar! Seeing and appreciating talent doesn’t have to be $200 or more per ticket. Local musicians often play at smaller venues that could use your support. 

Etsy, the online underground, and beyond 

Etsy is the hub for everything small business online. Entrepreneurs will post sales there and you can communicate directly with the seller. If you have a lower price point, try Poshmark for clothing and accessories. There’s always the old standby of Facebook marketplace or your local thrift for just about anything else. Most times when you buy second-hand, the money is going to the seller. You’re still receiving all the benefits of shopping small and so are they!

It also helps to save those business cards from the craft shows and vendor fairs! Almost every small business today has a website and social media where you can stay connected. Start following local influencers on socials. Some review local restaurants or must-see spots with affiliate links or discount codes. Remember, just because an entrepreneur is successful, doesn’t necessarily mean they’re not local.

Costco isn’t the only way to buy bulk; another honorable mention is your independent surplus store. I’m from the Midwest, and we don’t just have military surplus stores, but ones that house all sorts of odds and ends. Often, you can buy arts and crafts, picture frames, garden supplies, SD cards: literally any niche thing under the sun gently used for super cheap. For the military surplus stores, they’re often independently owned and carry used backpacks, camping equipment, and other gear. 

Never miss a Small Business Saturday

Mark your calendars! November 28 is Small Business Saturday. Ironically established in 2010 by American Express, the Saturday after Thanksgiving is a time to shop at mom-and-pop stores. It’s really easy to forget to shop small when you’re pressed for time, but blocking off that small business Saturday will give you a leg up on finding unique, personalized gifts for everyone on your list.

Shopping small is worth the effort 

With big box stores everywhere, endless overconsumption, and the rise of AI-filtered search results deciding what we see, choosing to shop small grounds us in what matters. We as humans invent, create, and exchange a bit of ourselves with one another in each transaction that lasts long after the initial purchase. It’s a true sign of freedom to be able to have your own business and make your livelihood. It’s not always the most convenient, but shopping locally reminds us that behind every product is a real person.