The Joy of Local Holiday Shopping: Making the Most of the Human Touch

There is something special about stepping into the cozy warmth of a coffeehouse, sampling the latest offerings at the bakery or discovering a rare edition at the local bookshop. Our hometowns, like their people, have a unique spirit, and shopping locally during the holiday is a full-sensory delight. “Online shopping is convenient, but nothing beats an in-person interaction and seeing how happy a local business owner gets when you purchase something,” says Jacqueline De Leeuw, a fine artisan and owner of the thrift store Comfy Komodo, in Newton, New Jersey.

Despite Adobe Analytics reporting that American consumers spent $241.4 billion online during last year’s holidays, CapitalOne’s research shows that 45 percent still prefer in-store shopping. This preference is driven by convenience, easy product comparison and a more enjoyable experience. Local stores offer shorter lines, fewer crowds, meaningful options and a chance to reduce our carbon footprint. The American Independent Business Alliance states that for every $100 spent at an independent business, $50 or more remains in the local economy, boosting prosperity, jobs and donations to local organizations.

 

Finding Treasures With Friends

Discovering local treasures provides social nourishment and counteracts our screen-dependent lifestyles. According to the U.S. Centers for Disease Control and Prevention, social connection benefits long-term physical and mental health. “Talking with the folks who grow your food or make your gifts is almost extinct in our world. Farmers markets have revived that,” says Darlene Wolnik, senior project manager for the Farmers Market Coalition, in New Orleans, Louisiana. Fulfilling our senses with artisanal breads, seasonal produce freshly harvested from local soil and maple syrup tapped from nearby trees reconnects us with real life.

From hand-poured candles to artful ornaments, small businesses offer unique finds. Shopping can extend beyond purchases to include meeting friends for lunch or enjoying seasonal treats. The holidays are the perfect excuse to indulge in local fair-trade chocolates, regional wines, craft beers or small-batch gourmet coffees. “Nothing is better than meeting with family or friends and seeing where the day takes you, exploring local shops,” muses De Leeuw.

Wolnik agrees, suggesting, “You can make a morning of it and shop the entire town or Main Street before or after your farmers market visit.” She recommends checking if vendors offer holiday crafts. “A lot of farmers knit, weave and do woodworking. Also, many markets use a wooden token system to process card payments. If your market does that, buy tokens for friends, wrapped with a ribbon and a market flyer.”

 

Keeping It Local Year-Round

After the gifts and festivities, adopting inspiring habits can kickstart a new year. Choosing to shop locally more often positively impacts the environment because small businesses typically source their products regionally, reducing transit emissions.

Knowing the names of local servers, shopkeepers and baristas fosters a vibrant network of community engagement, enriching our everyday lives with meaning and a sense of belonging. “My favorite thing about supporting local shops is really connecting with the owners or the workers—finding out their story, how they started and what brought them here,” adds De Leeuw.

Creating monthly or weekly local shopping rituals can enhance family life or jazz-up date nights. Buying healthier bread at the bakery or herbal soap from a neighborhood artisan are simple ways to sustain the backyard economy while enjoying a slower, more relaxed pace and remaining open to the wonders along the way.

 

Marlaina Donato is an author, artist and composer. Connect at WildflowersAndWoodSmoke.com.

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