A Simpler Holiday: Why Shop Small This Season

Rethinking Black Friday

Black Friday is next week—America’s unofficial holiday for buying more. It’s also the only shopping day with its own death tally, which tells you everything you need to know about the energy surrounding it. Doorbusters and “deals” are everywhere, many of them strategically engineered. Prices are often raised in the weeks before Black Friday just so companies can advertise dramatic markdowns.

And then there’s the psychological pressure. We’re swimming in targeted ads, influencer collabs, affiliate gift guides, aspirational holiday home content, and a steady drip of FOMO. We scroll, we click, we add to cart, we check out—often before we’ve even taken a breath. All of it designed to nudge us toward one thing: buying more.

Black Friday kicks off a massive retail bonanza that leaves many people with more to manage, more clutter, and more debt. Shopping itself isn’t the problem. It’s the mindlessness of it. Big retailers thrive when we’re overwhelmed, overstimulated, and convinced that we “need” one more thing to make the holidays complete.

If you’re looking to find some of that elusive calm during this holiday season, I urge you to skip over Black Friday and give you attention to something far more intentional: Small Business Saturday.

Why Small Business Saturday Matters More Than Ever

Growing up, I often heard that “small businesses are the backbone of the economy.” Whether it was a campaign slogan or a cultural truth, it still resonates. Today, though, much of our economic system prioritizes corporate growth over product quality, service, or meaningful connection.

As a professional organizer, I see the ripple effects of this shift prioritizing corporate growth at (almost) any cost in people’s daily lives:

  • Things break faster and pile up as clutter.

  • Navigating customer service issues becomes another job.

  • Inboxes overflow with marketing we never asked for.

  • Prices increase and so do our bills.

Meanwhile, everyday frustrations keep stacking up:

  • Surprise fees

  • Confusing billing systems

  • Healthcare plans dropping networks

  • Every streaming service adding another monthly cost

  • Retail memberships costing $150/year for perks we barely use

It’s exhausting. It drains our time, our mental space, and the ease from our daily lives.

This is why shopping small and shopping local is powerful—not just economically, but emotionally, practically, and in terms of the clutter in your home.

Why Shopping Small Actually Feels Better

When you purchase from a small business, you aren’t just buying a product. You’re supporting a real person, a real family, a real dream, and a local economy that benefits everyone.

One purchase at a big-box store?
A drop in an enormous ocean.

One purchase from a small business?
A bucket poured into their bucket.

And if you’re trying to give more meaningful, clutter-free, or experience-based gifts, small businesses are where those treasures are hiding.

Local + Small Business Holiday Gift Ideas

Here are some of the real humans in my life whose work is worth celebrating—just to give you a sense of the range available when you start looking small and local:

Not sure where to start looking in your own community? Scroll your followers and follows, your favorites, your phone contacts. You probably have friends building beautiful small businesses quietly in the background. Supporting them is a double gift: one for your loved one, one for your friend.

And remember: you don’t have to personally know the owner. Think of the places that make your town feel like home:

  • Independent coffee shops

  • Local bakeries and restaurants

  • Small boutiques and bookstores

  • Photographers offering mini sessions

  • Comedy clubs, art galleries, museums

  • Toy stores, flower shops, hardware stores

These are the businesses that bring your community to life.

Small Ways to Support Small Businesses (That Don’t Cost a Thing)

Small businesses run on visibility, reviews, and engagement. A few seconds of your time makes a measurable difference. Try:

  • Leaving a 5-star review on Google, Yelp, Facebook, or Etsy

  • Liking, saving, and sharing their posts

  • Commenting to boost engagement

  • Signing up for their newsletters

  • Forwarding their newsletter to someone who’d love them

  • Tagging them when you use or gift their products

None of this creates clutter. All of it creates connection.

Local Clutter-Free Gift Ideas Beyond Physical Items

If the thought of giving people stuff doesn't feel right this year, but you’d still like to support your community and show your loved ones some holiday cheer, consider giving a donation in someone’s name. It’s thoughtful, meaningful, and deeply appreciated by local nonprofits—especially now.

A $10–$25 donation can support:

  • Food banks

  • Community arts programs

  • Women’s shelters

  • Animal rescues

  • Environmental groups

  • Education initiatives

  • Mutual aid networks

It’s a gift that creates impact without adding anything to someone’s home.

A More Meaningful Holiday Season

If the holiday noise, pressure, and consumption fatigue are wearing you down, let Small Business Saturday be an invitation to choose intention and community.

You get thoughtful, unique gifts.
Your loved ones receive things (or experiences) they’ll actually appreciate.
Your local community becomes stronger and more connected.

Let this holiday season be one where you feel present, connected, and intentional—starting with where you choose to shop.

Kelley Jonkoff is a professional organizer and founder of Unfolde, helping people create homes—and holidays—that support what matters most.