LAST-MINUTE GIFT GUIDE How to support small businesses this season The holiday season is an important one for small businesses every year, and it figures to take on heightened importance in 2020. The outbreak of the novel coronavirus COVID-19 in late 2019 and early 2020 hit small businesses especially hard, with many being forced to close their facilities to customers in an effort to prevent the virus from spreading. Estimates regarding the effects of the COVID-19 outbreak on small businesses varied, but many small business owners were forced to let employees go as they confronted steep declines in revenue. A ZenBusiness survey of more than 1,000 small business founders, senior managers and decision-makers found that 37% of small businesses that employ between 11 and 25 people were considering laying off more than one-fifth of their workforce. As small businesses face difficult challenges, it’s no surprise that many consumers want to support locally
owned small businesses this holiday season. Such support not only can help small businesses, but also can help to revitalize local communities. Shop online. Online shopping has traditionally been dominated by big box retailers. However, many small businesses increased their e-commerce capabilities to generate revenue. Shoppers concerned about shopping in person this holiday season should explore the delivery and curbside pickup options available at locally owned small businesses. Even businesses that have not traditionally been allowed to deliver, such as breweries and wineries, have been able to do so during the outbreak, giving consumers unlimited online shopping options. Purchase gift cards. Gift cards take the guesswork out of holiday shopping, and such cards are easily shipped or even emailed to loved ones. That’s a significant benefit during the 2020 holiday season, when delivery times are expected to be lengthy.
Gift cards to local businesses simplify holiday shopping, support small businesses and help shoppers avoid potential delivery delays. Share your experience. Wordof-mouth is vital to small businesses at any time, and can be especially valuable as these companies try to overcome the challenges posed by the COVID-19 outbreak. Holiday shoppers can share their experiences with local businesses via social media. Share information about the lengths local small businesses have gone to in regard to safety measures, order fulfillment and their delivery and pickup efforts. Such sharing may compel neighbors and friends to follow your lead and provide vital support to local businesses in need this holiday season. Small businesses are the backbone of many communities, and the holiday season provides a great opportunity to Small businesses are the backbone of many communities, and the holiday support such firms as they look to re- season provides a great opportunity to support such firms as they look to recover from a difficult year. cover from a difficult year.
GO BIG, SHOP SMALL Shop small businesses to improve the holiday experience this year
It’s the time of year when newspapers thicken with sales circulars and holiday advertisements. Consumers looking to beat the hustle and bustle and steer clear of the crowds this year may want to pay attention to local businesses in lieu of trekking to nearby shopping malls. Every time consumers visit local coffee shops to grab a latte, pick up a dress at a nearby boutique or patronize a farmer’s market down the street, they are supporting a small business. The Friday and Saturday after Thanksgiving are some of the busiest shopping days of the season, and they also can be some of the friendliest to small businesses. Plaid Friday was conceptualized in Oakland. It may have been born in the Golden State, but the movement soon spread across the country. Plaid Friday is an alternative to big box stores’ Black Friday bonanzas. It is designed to promote both local and independently-owned businesses during the holiday season. The name Plaid Friday was used to help people visualize the various threads of small businesses coming together to create a strong community fabric that was diverse and creativity. Shoppers can continue their small business patronage with Small Business Saturday. This, too, is a counterpart to Black Friday and Cyber Monday. The first event was created by American Express in conjunction with the nonprofit National Trust for Historic Preservation. Since its inception, many small business groups, merchants and politicians have touted the event and the Shop Small mantra. The idea is that when small businesses thrive, communities and individuals thrive along with them. The Small Business Administration says that, since 1995, small businesses have generated 66% of all new jobs in the United States. There are a number of big reasons to shop small. One can start around the holidays and then continue all year long. Shopping small businesses helps give back to the community directly. According to Civic Economics, a strategic planning business, on average 48% of each purchase made at independent businesses is recirculated locally through
There are a number of big reasons to shop small. One can start around the holidays and then continue all year long. tax money and other support. Small business owners often live nearby, Small business owners often strive to pro- and they’re the people you see in town, schools vide personalized, hands-on customer service. and elsewhere in the local community. Many Repeat business is key to their survival, so they consumers are comforted to know they’re supporting their neighbors, especially during the want to ensure shoppers are happy. Small businesses, since they are not be- holiday season. holden to corporate oversight in terms of what Supporting local businesses is easy. And they sell, have greater flexibility. That allows shoppers who like what they see can share the them to offer a diverse product selection. good news with others on social media.
Crafty experiences for Christmas gifts One of the challenges each holiday season is coming up with novel gifts for loved ones. For those who seemingly have it all and might not need another Santa sweater or fruit basket, an experience gift might be the perfect fit. Giving experiences can be fulfilling for gifters and show recipients that the gift was given ample thought. There are no shortages of experiences to offer. However, people who enjoy arts and crafts may enjoy being on the receiving end of a crafty experience this year. Glass-blowing: Glass-blow-
ing is an art form that turns molten glass into colorful and eye-catching pieces. Blown glass can be transformed into everything from wine goblets to ornaments. Instructors can teach gift recipients how to form glass into desired finished products and decorate them with swirls, patterns and colors. Check with local glass-blowing artisans (many are located in tourist centers and seaside towns) to find out if they offer experience gifts. Paint and sip: Paint and sip businesses are thriving, as scores of novice artists produce impressive artwork
while sipping a glass of vino. A friend or a family member who aspires to be the next Bob Ross will likely enjoy a paint and sip gift. Farmhouse style crafts: Businesses that teach individuals how to create farmhouse crafts take them through the step-by-step process of turning raw wood boards and shelves into stained and stenciled farmhouse-inspired pieces. With clever sayings like “Home is where our story begins” or “Smith Family, Est. 2019,” it’s never been easier to create custom pieces in just a few hours. Pottery: Pottery studios can
now be found as stand-alone buildings or as franchised establishments in area shopping malls. Recipients can choose among various projects and walk away with a painted and fired treasure that can be displayed for years. Brewing: With the rise of craft breweries, apprentice shops have turned up across the country. A craft beer experience gift may be just what a budding brewer needs to start creating his or her own beers. Craft-inspired experience gifts can be customized for people with a wide range of interests.
Great gift ideas for last-minute shoppers Tradition is a hallmark of the holiday season. Religious services, family gatherings and trips to see Santa Claus are just a few of the many traditions people adhere to during the holiday season. Many holiday shoppers also adhere to the time-honored tradition of last-minute shopping. The perfect gift can sometimes prove elusive, especially as the sand in the holiday hour glass keeps dwindling. These last-minute gift ideas may be just what shoppers need to put smiles on the faces of their loved ones this holiday season. Books: Books are often overlooked, especially now that so many readers use e-readers. But books can be an ideal gift and especially convenient for last-minute shoppers, who can even gift e-books. For example, Amazon, which has thousands of e-books in its online library, makes it easy for shoppers to gift e-books to Kindle users, who will simply receive an email on Christmas morning informing them that their books are ready to be downloaded to their devices. Experiences: A 2017 survey by the global research firm NPD Group found that roughly 40% of holiday shoppers planned to give experiences as gifts last year. Experience gifts open up a host of possibilities for last-minute shoppers stuck on what to give those loved ones who seemingly have it all. Food/beverage: Television channels such as The Food Network have changed the way many people look at food. When gifting the family foodie, last-minute shoppers may not need to look further than the latest hotspot restaurant or specialty grocery store for the perfect gift. Take them out for a night on the town or give a gift card they can use at their convenience. The craft beer boom has created a host of devoted and knowledgeable beer drinkers, so a gift card or growler from a local craft brewery is sure to please people who love hoisting frosty pints. Streaming service subscriptions: Many people are cutting the cord with their cable companies in favor of streaming services such as Netflix and Hulu. Subscriptions to such services can make ideal and affordable holiday gifts. A six-month or yearlong subscription likely won’t break shoppers’ budgets and will provide months of entertainment to loved ones. Last-minute holiday shopping is easier than ever, especially for shoppers willing to think outside the box.