Small independent businesses are the backbone of nearly every local economy, including here in Pittsburgh. And for many of them, November and December are make-or-break — retailers and even some restaurants often bring in 20-30% of their annual revenue in a matter of weeks, according to the U.S. Small Business Administration.
Why shop local?
Research from the American Independent Business Alliance shows every $100 spent at a local business recirculates two to three times more back into the regional economy, compared to spending at national chains. It’s the kind of economic multiplier that keeps neighborhoods vibrant, employees working, and storefronts filled.
“When you buy online, that money leaves Pittsburgh,” says Evan Schell, sales director of Honeycomb Credit, a Pittsburgh-based lending platform for local small businesses. “It doesn’t go to friends, family, or the community — it goes to shareholders. When you buy local, that money circulates: the business owner hires Pittsburgh residents, buys from Pittsburgh suppliers, and reinvests in Pittsburgh.”
It's about knowing the person behind the product you're buying, Schell said, which can help encourage repeat business.
Laura Gavin, local artist and owner of Mars Design Studio, said the holidays aren’t just busy — they’re essential. Her seasonal shows generate 40% of her annual revenue.
In Oakmont, GoatFeathers Boutique owner Gianfranco DiPietro called Q4 “arguably the most important time for all retail businesses.” Last year, his shop made nearly half of its total annual revenue between October and December.
We asked them how this time of year affects their work:
How important is the holiday season to your sales?
Gavin: “The holiday season shows are a huge opportunity to attract new customers; an important percentage of customers say they are likely to visit a small business they’ve never purchased from during the holidays. New customers would love to visit my small business (online or stop by my woodshop) and purchase my products again after the holidays. Another fantastic reason to shop small is the thrill of discovering sustainable, locally handmade gifts that are perfect for loved ones, friends, coworkers—and even for treating yourself! Every purchase is a celebration of creativity, care, and establishing a longer legacy, making the holiday season extra special!”
DiPietro: “Q4, which encapsulates the holiday season, is arguably the most important time for all retail businesses. In the eight years that I’ve been operating Goatfeathers, holiday shopping is consistently the most lucrative spending season. It also influences what we bring in to stock the shelves for the following year.”
What should people know about why it’s important to shop small and local?
Gavin: “Supporting small, local businesses is absolutely vital for keeping our community strong and thriving! Every time you shop locally, you’re not just spending money—you’re investing in your neighbors and helping build a vibrant, unstoppable local economy!”
DiPietro: “Without sounding clichéd, spending locally keeps your investment where you live. Small, local businesses are still the backbone of our economy. They are local people serving local people and are committed to staying there. It’s the real American Dream. When profits stay local, it increases the community’s wealth, tax revenue, and standard of living. So when you buy from a small mom-and-pop shop, you are not helping a CEO buy a third vacation home. You are helping our community thrive. You’re also usually getting a personalized product that stands apart from what you would find in the big-box stores. Thank you for supporting small businesses!”
The National Retail Federation forecasted national holiday spending will top $1 trillion this year, with small businesses projected to capture roughly 21%. But here in Pittsburgh, foot traffic is still lagging behind pre-pandemic patterns.
“We hear from a lot of business owners that spending is way down this year and they are all feeling it,” says Ross Greenberg, business district coordinator for the Lawrenceville Corporation. “Small businesses are the heart of the community … The holidays are typically when our shops and businesses do a large bulk of their sales, and those sales help propel them into the new year.”
Rachael Rennebeck, co-host of YaJagoff podcast, which champions small businesses across its network all year long, said personal stories and recommendations can really help.
Start small: buy one gift at a market or neighborhood store. Tell your friends about it, as well as all the great stuff you didn’t purchase but think they might love. Share the work of local artisans. And if your family loves to buy gift cards, purchase from local stores. If your budget is $100, Rennebeck suggests getting $10 or $20 cards from different stores along one street or neighborhood, which might encourage folks to explore more and build deeper community connections.
“ You get to know them,” she said. “You see the hustle and the grind, and their stories become our stories.”
