Truth be told, it can be highly convenient to do our holiday shopping online or at the big chain retailers that have an abundance of selection. But this year, what if you tried something a little different? Something a little more local.
Aside from the feel-good factor you’re likely to experience when engaging with local merchants, shopping at your area businesses over the holidays can have a surprisingly big ripple effect. Here's why it's worth it, plus some easy ways to make it happen.
Your money sticks around and nurtures your community
When you buy from a local business, more of your money tends to stay close to home. Local owners pay local staff, hire local accountants and designers, and buy supplies from other nearby businesses. In turn, those people spend their paycheques at the bakery down the street or the bookstore around the corner. It keeps going.
The numbers back this up. According to the Canadian Federation of Independent Business (CFIB), 66 cents of every dollar spent at a small Canadian retailer stays in the local economy. Compare that to just 11 cents at a multinational retailer with a physical store, and only eight cents when you buy from an online giant.
Think of it like a snowball rolling downhill. Every dollar you spend locally picks up a little more momentum as it moves through your community. Compare that to a big online retailer, where a lot of what you spend heads off to head offices and shareholders far away. Same gift purchased, very different impact.
And small shifts add up. A Civic Economics study of British Columbia estimated that if consumers shifted just 10% of their spending to local businesses, it would create 31,000 jobs and $940 million in wages for BC workers.
That local spending also helps fund the stuff we all rely on. Local businesses contribute to the tax base that supports parks, libraries, roads and community programs. So that scarf you picked up at the boutique on Main Street? It's doing more work than you'd expect.
You’re backing real people at a very important time
Behind almost every local shop is someone who took a big leap. Maybe they left a steady job to open a café. Maybe they turned a weekend hobby into a pottery studio. Maybe they're a newcomer building a fresh start, or a family running a store that's been around for three generations.
For a lot of these businesses, the holiday season isn't just busy. It can make or break their whole year. A strong December can mean paying off debt, hiring an extra person in the spring or simply keeping the lights on through the quieter winter months. Your purchase isn't a drop in the ocean to them, it actually matters.
Shopping local is also one simple way to push back against U.S. tariffs. The trade war has hit small businesses hard, with CFIB estimating that more than 53,000 Canadian businesses are directly affected by U.S. tariffs, Canadian counter-tariffs, or both.
And when you shop local, you're in good company. Meridian's 2026 Small Business Big Impact survey found that 77% of Canadians see buying from small businesses as their way of standing up for their community in the face of U.S. tariffs.
And, as mentioned, you'll often get to meet the people you're supporting. You can chat with the owner, hear the story behind a product, and maybe even get a heartfelt “thank you” that makes your whole day.
The gifts just feel more special
When you’re seeking something with soul or human touch, local shops are where you find the good stuff. Handmade candles, small-batch hot sauce, one-of-a-kind jewellery, locally roasted coffee, prints from a neighbourhood artist. These are gifts with personality, and they show you actually put some thought into it.
Plus, local shop owners usually know their products inside and out. Tell them you're shopping for a picky teenager or a father-in-law who “doesn't need anything,” and they'll often have a perfect suggestion ready to go. Try getting that kind of help from an algorithm.
Local shops give your neighbourhood character
What makes your neighbourhood feel like home? Chances are, it's not the big box store off the highway. It's the coffee shop where the barista knows your order, the hardware store that'll lend you advice for free and the little gift shop with the twinkly window display every December.
These places give a community its personality. They sponsor kids' hockey teams, donate to school raffles, host holiday markets, and give people a reason to get out and say hello to their neighbours. When local businesses close, streets can start to feel a bit emptier. When they thrive, the whole area feels more alive.
When you shop local, you're not just buying a gift -- you're helping sustain the kind of community you want to live in.
It’s a little easier on the planet, too
Here's a bonus you might not think about. Shopping close to home can cut down on a lot of shipping, packaging, and delivery trucks zigzagging across the city and around the world. Many local makers also source their materials nearby, which means fewer kilometres between where something is made and where it ends up under your tree.
Walk or bike to your neighbourhood shops, bring a reusable bag, and you've got a holiday shopping trip that's kinder to the environment and probably a lot more fun than waiting on a delayed parcel.
Easy ways to shop local this holiday season
Ready to give it a try? You don't have to overhaul your whole shopping list. Start small with a few of these ideas:
- Hit up a holiday market. They're a one-stop shop for local makers, and the hot chocolate doesn't hurt.
- Give experiences. Think gift cards for a local restaurant, a yoga studio pass, a cooking class or tickets to a community theatre show.
- Buy gift cards from local shops. They're perfect for hard-to-shop-for people and give businesses a cash boost during the slower post-holiday months.
- Shop local online. Lots of small businesses have websites or social media shops, often with local pickup or delivery.
- Order holiday treats from nearby bakeries and caterers. Your next gathering just got tastier.
- Support local service providers. Book a haircut, a massage, or a home cleaning as a gift.
- Spread the word. Leave a glowing review, share a post, or tag your favourite shop. It costs nothing and helps a ton.
- Check out the Meridian holiday guide. We’ve created a great local holiday guide featuring some of our stellar Member businesses.
Don’t stop when the holidays do
Right on the heels of the holiday glow, January and February can be tough for small businesses. The rush is over, people are tightening their belts, and the cold keeps everyone indoors. If you find a new favourite spot over the holidays, keep showing up. Grab a coffee, pick up a birthday gift, or book that appointment. Consistent support all year long is what really helps local businesses stick around.
Learn more about …
How Canadians are shopping local to counteract tariffs
Meridian Local Connections Week and Good Neighbour Day