How Shopping Local Strengthens Communities and Small Brands

A store owner’s words during Black Friday weekend of last year have stuck with me and reminded me why supporting small and local businesses matters so much.

Founder-Driven Brands

A storyboard of some of my personal summer favorites from founder-driven brands or local boutiques including: Le Bon Shoppe (tank from Muz & Rose), Jamie Haller & Clare V. (bag from Rebecca & Co. in Winston-Salem).

This is a topic I have covered in the past here on North 8 Designs. The impact it has had on me as both a business owner and consumer has been powerful, which is why I am sharing it again. It really came full circle for me when I began volunteering on the board for a local high school music program. It is without a doubt true that the arts get minimal attention from our school districts, which is unfortunate. The impact these programs have on our children is unmatched and such an integral part of their education and growth opportunities as humans.

Studies from multiple sources show that for every $1 spent at a locally owned small business, about $0.67–$0.68 stays in the local community—compared to just around $0.43 when spent at a national chain.

— Based on research by Civic Economics, American Express, and others.

Seeing the numbers and having a better understanding of the impact really sealed the deal with me. Other reasons for my focus on minimalist, founder-driven brands and shopping small and local also include quality, supporting original artists, and the sustainability of shopping for fewer/better items. 

“The fast fashion industry produces an estimated 92 million tons of textile waste each year—enough to fill one garbage truck every second.”

— United Nations Environment Programme (UNEP)

For these reasons, I now prioritize shopping local whenever I can. I’ve completely stopped ordering clothing for myself from the two-day delivery retailer and have become more intentional about what I add to my wardrobe. I also resell items that no longer fit my needs on Poshmark—a practice I’ve kept up for years.

While my immediate community doesn’t carry all my favorite brands, I’ve discovered independent boutiques in nearby states that do. For example, I shop for a favorite brand Le Bon Shoppe, through stores like Muz & Rose, a great boutique in Virginia that also offers vintage and unique finds.

Another recent purchase was a beaded necklace from Daisy Kay Jewelry, a small business I found on Instagram. Sure, I could’ve ordered a similar piece from a big retailer and had it in two days, but the quality wouldn’t have matched. Plus, I was able to message the owner directly about the length, which made the experience feel personal and special.

Serving on this board has taught me something I always suspected but didn’t fully understand and solidified how much local businesses keep the economy moving. Even shopping locally just once a month or every few months makes a real difference. If you love your favorite local restaurant or shop, support them and share your enthusiasm with others.

These small businesses often give back by supporting local food banks and funding community programs like school bands and arts activities. Big corporations rarely invest in these local efforts. When you shop with huge companies, most of your money goes to executives far from your community. There are reasons to shop at big-box stores, but spreading your spending across smaller businesses—near or far—helps strengthen multiple communities. Even if you buy from a small business out of state, buying from that local boutique helps spread the love and support in their community.

It’s no secret that the past two years have been tough on local businesses, especially in retail and e-commerce. Rising shipping costs and slower service have made selling more challenging. That’s why it’s so important to support these businesses during the holidays and beyond if we want them to thrive in our communities. Local sales tax revenue has also dropped significantly, putting additional strain on schools and public services. Shopping local helps keep your tax dollars within your community instead of sending them to out-of-state big-box stores. Be mindful of where you spend your hard-earned money, as your choices shape the future of your town and have a real impact on everyone’s bottom line.

Although I shop across state lines, I know my dollars still support those communities just as they do my own. I’ve also enjoyed building a personal ecosystem of brands and stores that resonate with me, all connected through a carefully curated social media “thread” that helps me cut through the noise.

If you’re a values-driven business owner looking to build a brand with purpose, I’d love to connect. Let’s create a thoughtful brand and website that reflects what matters most to you.