‘Tis the season for small businesses

Winter is the time of year for hot chocolate, festive spirits, and the best part: gifts. Exchanging holiday presents allows loved ones to come together and express their gratitude for each other.

Unfortunately, the task of selecting a gift is often challenging. One of the hardest questions we ask ourselves is where to find the perfect present. Immediately, most of us look at big-box stores like Amazon and Target. However, located right in the core of Princeton, stores like Miya Table and Home, Mandalay, Shop the World, and Greene Street are small, local businesses that give our town its character while also offering unique gifts. In spite of that, these stores are often underappreciated and, consequently, underutilized when it comes to picking out the right present.

This difference in sales for big companies versus local businesses during the holiday season can be attributed to a few logistical distinctions. First, larger corporations use deals and sales that make purchases irresistible for customers. Indeed, Black Friday and Cyber Monday are evidence of the importance of markdowns in modern American consumer culture. Second, larger businesses are often more well-known, and strong marketing can allow them to reach more potential customers. Local businesses, on the other hand, may not have the same budget to allow them to advertise their products in the same way their wealthier counterparts can. Finally, the prominence of conspicuous consumerism encourages buyers to gravitate towards top brands that are easily recognizable, which local businesses can’t compete with.

That being said, local businesses present many distinct advantages that retail corporations don’t. For instance, locally-owned businesses are often individual by nature, meaning that presents bought there can’t be found elsewhere, whereas top brands manufacture hundreds of millions of the same drop-shipped products. By opting to steer away from the most well known brands, customers are able to give unique items with more personality.

On the other hand, purchasing gifts from mainstream stores like Amazon and Target does offer some benefits. Their distribution center business model offers a large inventory of products for consumers, further boosting the platform’s appeal. Furthermore, Investopedia finds that big box stores tend to have lower prices for similar products compared to local businesses. Despite these conveniences, shopping local still offers benefits, especially in Princeton. Our downtown area offers a wide scope of stores, along with stunning holiday decor for a festive ambiance while shopping. Many of them offer affordable options as well; for example, Miya Home and Table has many products that are under $20.

The holiday season is meant to be a celebration of others. It is an occasion to give, and the gifts given are the medium through which appreciation is shown. Buying local in and of itself is a twofold gift — building community and showing gratitude. Shopping local signals to storeowners that their passion is valued by others. Unlike nameless, faceless big-box brands, this commitment to craft is what gives them their identity, and what keeps them on the map. Secondly, it is a token of gratitude towards whomever may receive the gift. Instead of giving them something streamlined and artificial, you instead gave them something personal and unique. The gift, though material, represents something more.