With Black Friday looming next week, I have a lot of big feelings about it as a human and a small business owner.
But first I have to acknowledge the glaring elephant in the room — shopping small isn't always an affordable option for everyone. I know I won't be the cheapest place to buy soaps and skincare. I'm also not getting rich slinging soaps either. While big box stores may offer doorbuster deals on Black Friday, remember that small businesses like mine often can't compete with those prices. I can't buy in bulk like the mega corporations. If I was able to buy cocoa butter by the pallet (which by the way, has more than doubled in price due to drought), I could very likely bring my overall costs down. Not to mention if a small business has employees, they want to pay them a fair wage. Shoot, I want to pay myself a fair wage. Small businesses often underprice ourselves in order to stay competitive in the market.
But what I lack in hefty discounts, I'll always make up for in heart. You're more than a transaction to me. I recently received this message from a customer:
"I just had to tell you that my coworkers have been bringing up your products this week. As my boss says, your body butter is an essential part of her daily self care when the world is upside down. And my one coworker said she panicked on Election Day because she thought she lost her fave lip balm, and the scent calms her when she's nervous. Just wanted to share that you are special and loved and respected from afar by friends and strangers alike, and keep doing your amazing magic because it's important. ... Just like people undervalue the arts, they don't realize the importance that things like pretty soaps with calming scents and lotion that makes our are skin feel like satin are so crucial to our well-being and survival. Sometimes our little seemingly insignificant body/skincare routines are the glue that keeps us together on days we just want to fall apart."
This. Will you find this in a big box store? Will the CEO of that multibillion dollar company sob reading those words because they were absolutely moved with so much emotion? No they won't, but I sure did. When I read it aloud to my partner, my voiced cracked, and after he asked with a grin, "You're going to cry now, aren't you?" I nodded, and told him that this is why I do what I do, why I love what I do. I want to bring joy back to people's lives.
Joy is an act of resistance when oppressors want to keep us down and hopeless.
And this is what sets me apart from mega corps. When you choose to support a small business, you're not simply getting a product. You're investing in a relationship, in a shared passion for the little things that bring us joy and keep us grounded. You're supporting a dream that's fueled by love, integrity, and a dedication to creating something meaningful. So when you shop small, remember that you're making more than a purchase, you're breathing life into someone's dream who is doing her damndest to survive in a capitalist nightmare.
Shopping small is not just about finding unique, heartfelt products. It's also a way to resist the overwhelming power of mega corporations. By supporting small businesses, you're not just keeping dreams alive — you're helping to build and sustain vibrant, diverse communities that value people over profits. It's an act of defiance, a way to say "no" to the homogenization of our cities and towns, and a way to take a stand for the things that matter most. So next time you're considering a purchase and have the means, ask yourself: would you rather contribute to the growth of faceless corporations, or empower the passionate, hardworking individuals who make up the fabric of your community?
Every time you make a purchase, you have an opportunity to cast a vote for the kind of world you want to live in. Shopping small is a way to use your economic power to support businesses that share your values — whether that's sustainability, ethical labor practices, or a commitment to diversity and inclusion. Small businesses like mine are often very intentional in our choices, from sourcing Fair Trade ingredients to considering our environmental footprint, and more. By investing in small businesses, you're also making a statement about what matters to you, and you're supporting a supply chain that aligns with your morals. It's a powerful form of activism that can lead to real change.
But as a mom who used to rely on SNAP benefits to feed myself and my son, I want to emphasize that self-care and financial health are important, and I understand that not everyone can always shop small. Even I can’t always shop small, and I won't judge you for your choices. Your own well-being and financial stability should come first, and it's okay to make choices that work best for you. But when you have a few extra dollars, consider using it to make a small business's day. Your support, in any form, is always appreciated. I know you have so many options out there, and of course I'd love for you to support me if you can. But I also want you to care of you.
I value your support in any form, big or small, and I'm truly grateful for every interaction I have with you. Whether it's a purchase, a kind word, a glowing review, a simple “hi,” or a share on social media, know that your support is always appreciated, and that I care about you as a person, not just as a customer. Even the smallest gesture can have rippling effects.
