Holiday shopping blew past predictions this year, outpacing last year’s spending. Online shopping, in particular, surged 6.7 percent compared to last year. As the holidays end and we look forward to a new year, it’s important to remember that online shopping isn’t just for the bigger stores. In fact, consumers have great opportunities to support small online retailers, and doing so is a win-win for shoppers, small businesses and local communities.
Smaller businesses have shown extraordinary resilience in the face of challenges, from the COVID-19 pandemic to inflation and ever-evolving consumer demands. Many adapted their operations, upgraded their platforms and leveraged social media to stay competitive. And they didn’t just survive – they thrived by fostering customer loyalty and prioritizing quality and service.
Being online means smaller brands can receive the visibility they might otherwise struggle to achieve on their own. This digital marketplace offers artisans, local producers, and niche brands a chance to reach a global audience, compete with larger companies and bring unique, high-quality products to market.
I started my business, Clay & Water Jewelry, in December of 2020. I was searching for a lightweight pair of earrings to give my sister for Christmas. I could not find polymer clay earrings in my rural area of Georgia, but I did find hours of YouTube videos on how to make polymer clay earrings. I fell in love with the process, and dove headfirst into creating polymer clay jewelry. This is the fourth year of my business, making and operating Clay & Water Jewelry. As my business grows each year, I continue to feel so thankful for every single order from a customer.
My business name is so important to me. I named my business Clay & Water because those two very basic materials have been used by God to make miracles happen. In Genesis, scripture tells us that God created Adam from the dirt. Jesus used water to baptize people, heal people and transform people’s lives. As ordinary as clay and water are, they served as the perfect materials for God to do amazing things.
This year, Americans’ clicks have significant power. By choosing independently-owned businesses, we can help hard-working entrepreneurs keep growing. You can support many of these businesses directly on their own websites as well as in their storefronts in marketplaces like Etsy, eBay, and Amazon. You can look for their seller information or a small business badge on products you’re searching for— a simple, quick step that can bring a lot of benefits.
When we shop from a small business online, we’re also directly investing in people with dreams, families, and a commitment to their craft, and who are often involved in their local communities in meaningful ways. Most notably, small online retailers contribute significantly to local economies, often sourcing products from nearby suppliers, employing people in their neighborhoods, and reinvesting their earnings locally. When we choose to support them, we’re helping to sustain a stronger economic landscape. In fact, studies have shown that dollars spent with small businesses circulate more within local economies than those spent with major corporations, amplifying our impact well beyond a single purchase.
Choosing to support small businesses means that local employers can hire more people, expand their operations, and invest in their digital platforms. As any business owner will tell you, every dollar can make a big difference.
In the new year, let’s rally behind small businesses to invest in innovation, creativity and craftsmanship. Together, we can use our shopping decisions to preserve the spirit of entrepreneurship and encourage a vibrant digital economy.
Ashton Earley of Baxley, Georgia is the owner of Clay & Water Jewelry Co
