The Benefits of Shopping Locally

As the holiday season approaches, many shoppers are drawn by the convenience and low prices offered by big-box stores and online retailers. However, choosing to buy gifts locally — from independent artists, makers, and small shops — provides significant benefits for your community. Supporting local creatives and businesses not only fosters a stronger sense of community but also boosts local economies and social networks.  

The fact that there are over 3,000 businesses in the Eau Claire region means many small shops / makers depend on local demand for their survival.

Why Shopping Locally for Christmas Matters

1. More money stays within the community

When you shop at a local business, a larger portion of your dollars remains in the community — in fact, local retailers keep more revenue for the area than chain stores. (Capital One Shopping) Local business owners are more likely to hire local staff, use local suppliers, bank locally, and support local causes, so your purchase stimulates additional economic activity in your hometown (Labovitz School).

This means the difference between just surviving and building sustainable livelihoods for artists and makers. Every gift bought from a local creator helps them pay rent, buy materials, and invest in their future work. Over time, this nurtures a richer local arts scene — including galleries, workshops, public events, and more.

2. Unique gifts and a stronger local identity

While large retailers often stock mass-produced items, local makers can offer handcrafted, one-of-a-kind gifts — from ceramics and jewelry to prints, textiles, and beyond. The special nature of these items not only delights gift recipients but also reinforces the character and identity of your town or neighborhood.

3. Social and environmental advantages

Shopping locally generally means shorter trips (less driving), which reduces carbon emissions and promotes pedestrian-friendly areas (Electro IQ). Local businesses also tend to contribute more per employee to local nonprofits, schools, and civic causes than big corporations do (Electro IQ). Additionally, stronger local commerce supports community gathering spots, the vitality of downtown areas, and resilience during economic downturns.

The Significance of Small Business Saturday

One important holiday tradition that emphasizes local shopping is Small Business Saturday, first held in the U.S. in November 2010, launched by American Express in response to the Great Recession (American Express). In 2011, the U.S. Small Business Administration (SBA) became an official co-sponsor. The goal was to create a counterbalance to Black Friday, encouraging shoppers to visit local merchants between the major national sales days. (Investopedia)

Over time, participation and spending have increased. In 2023, shoppers spent about $17 billion at small businesses on that Saturday alone (Small Business Administration). Since it started, the total reported U.S. spending on Small Business Saturday has reached roughly $201 billion (Small Business Administration.

Analyses show positive multipliers: for every dollar spent at a small business, approximately 68 cents stays in the local economy  (Forbes). Plus, that spending triggers further economic activity in related sectors — some estimates suggest about 48 cents more in local business activity per dollar spent in the area (Farm Bureau Financial Services).

Small Business Saturday also provides a marketing boost, with local chambers, “Neighborhood Champions,” and municipal leaders promoting local shopping and events (American Express). In many towns, it has become a holiday tradition and a kickoff to the local seasonal economy (Forbes).

When you shop locally for Christmas — whether by giving handmade gifts, visiting independent shops in your town, or purchasing directly from local artists — you do more than make someone’s holiday special. You help sustain creative livelihoods, strengthen your local economy, and enhance community and place. In a season often dominated by mass commerce, choosing to shop small can create a ripple effect: more vibrant arts, better job opportunities, and a more resilient local future. And traditions like Small Business Saturday help highlight that choice — reminding us all that where we spend our money truly matters.