Support small businesses!
There has been a rise in requests to spend money and time at small businesses rather than large corporations.
As a marketer, the question that always arises is “Why?”. Why choose one thing over another? Why visit that place? Why do that thing? So, consequentially, I ask myself…why support small businesses?
Generally, it boils down to three reasons:
The big E filling everyone's minds and conversations is possibly the most relevant reason for supporting small businesses in 2026. By choosing to spend money at your local small business, rather than their international or large-scale counterpart, you are not only supporting that business but likewise all the behind-the-scenes suppliers, services, and contractors they use. Most likely, these also come from small businesses and distributors in the area. You are putting money directly into the hands of the local economy.
When we think of supporting small businesses, we think of supporting the business owners, shopkeepers, or service providers, but it extends further. What about the boutique printing company they use for their marketing materials? Or the local delivery service to get their goods to you? Even service providers will be utilizing small businesses: whether it’s the locations they work from, or the coffees that get them through the day, they most likely will be connected to the web of the local economy.
But, you may ask, “Doesn’t buying from a big business still help the economy?” Not as much (if at all). Usually, bigger businesses have a hierarchy of budget and spend that does not flow back into the local economy. This keeps billionaires billionaires. The portion these businesses do give back (IF they do) is usually a tiny percentage, and is used as a marketing tactic to draw you in. Instead, they tend to help organizations that have the best optics rather than actually supporting your communities.
On the other hand, once small businesses start thriving, the economy strengthens. There are more jobs available at all levels when the demand is higher for these businesses. They don’t just create minimum wage jobs, which fuel those who were already set up to succeed. Instead, everyone has an opportunity to flourish.
Culture is the shared set of beliefs, values, customs, behaviors, and artifacts that characterize a group or society.
Take a moment. Close your eyes. Not yet! Finish reading this first. Ok. Now, think of a destination you’d like to travel to. Paris? Tokyo? Toronto? Sure, the CN Tower is fun to visit (maybe once), but once you’ve taken the elevator up and down… what makes Toronto so special? You’ve got it. Small businesses - the cafes, the shops, the restaurants, the art (and likewise, artists). These small businesses allow you to catch a glimpse of the city's culture. Why? Because they are the culture. These are the places where people share food, rituals, and art.
The services offered by small businesses accommodate the surrounding community and the needs of the people. They are a reflection of the beliefs, values, and customs of our society. Big businesses, although they may have regional options, usually cater only to a global market and do not promote the true cultural nuance of a location. Furthermore, their financial support may be going to causes, people, or practices which do not actually correspond with the culture of that area (or you!)
Without small businesses, a place (any place) will start to lose identity and culture. Regardless of the societal impact this may have, it just sounds, well, boring. Imagine traveling to New Orleans and finding you can only get Starbucks rather than a cafe au lait and beignet. Also, consider that the extra effort a small business has to put in to survive in 2026 means what they are providing is probably more unique and, dare I say, BETTER than something mass-produced, microwaveable, or churned out by a corporation focused on volume over quality.
Here is a selfishly unselfish reason for supporting small businesses. No matter how small your contribution is, you are becoming closer to your community by interacting with a small business. In fact, you are directly involved with your community through the transaction. Should you not take pride in the place you live? If small businesses directly impact the economy and define our local culture, then, by interacting with these businesses, you are personally connecting yourself with the place you live and the values of the society around you. By supporting a small business, you become part of a collective, a community, and a “we”.
Supporting small businesses means contributing to something larger than ourselves, and it is a statement. A statement which says we value the people around us and the relationships we build. It says we value human existence and the messy artistic emotional little world we live in. It says we believe individuality can exist alongside community and global connectivity. Finally, it says that we believe that by helping each other and our community at any level, we can make a difference.
Remember that on top of all the big reasons small businesses should be supported, they are often built on passion and the desire to provide something that can’t be found elsewhere. So regardless of the impact on the economy, our society, and the community we live in…they offer some pretty cool stuff too! Go check out your small local bookstores, take that class you’ve been thinking of taking, or just have a wee break and grab a coffee at that shop down the street. And if you can’t do that, referring people to the shops and businesses can also help. Word of mouth is important!
Support small businesses. Why? Because it makes a difference.
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