Why Shopping Small and Local Still Matters (Even in the Age of Online Shopping)
From BookTok bookstores to neighborhood markets, brick-and-mortar is making a comeback, and where we spend our money matters more than we think.
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The Decline of Brick-and-Mortar
From 2009 to 2020, Barnes and Noble closed over half of their New York based locations, leading to a total of 150 store closures nationwide. With Amazon on the rise, it was looking quite grim for the store I could easily spend my whole paycheck in.
The Pandemic Pivot
Then in 2020, Covid hit. Online shopping shot up because, well, no one could go anywhere. During 2020’s second quarter, Amazon’s year-over-year sales increased significantly. The company reported quarterly revenues that exceeded expectations, and its profits nearly tripled compared to the year before.What, at first, looked like a permanent shift to online shopping quickly became something different. The world rallied behind neighborhood small businesses, and with TikTok’s algorithm making it possible for anything to go viral, and so many people spending time scrolling due to having to stay inside, small businesses found new audiences they’d never had access to before.
Enter BookTok
Okay, so what does Barnes and Noble have to do with this? They quite literally are not a small nor local business. True, the once fictionalized villain in “You’ve Got Mail” did stomp out local booksellers. But now, Barnes and Noble represents the post-Covid return to brick and mortar climate, partially thanks to BookTok.Thanks to #booktok, 48% of TikTok users in The United States report actively reading more books, with similar trends appearing in Canada and other countries. This cultural shift contributed to Barnes & Noble opening dozens of new stores in 2024. But the big box book store's growth isn't the only sign that people are heading back to browse in person. In fact, Gen-Z, the generation that grew up online, actually prefers shopping in stores. You can see it happening everywhere. Take my area, for example.New small businesses are popping up left and right, and longtime favorites are expanding. Bizarre Coffee, a local staple with top tier marketing, just opened a third location in Roswell (you go girl!). And when it comes to bookstores? My options are unlimited.
Shopping Small, Shopping Local
There are 5 small bookstores within 15-30 minutes of my house. One that has made an impression is Damsel, a romance focused bookstore that showcases authors of all sizes and sells products designed by small artists. The bookstore is located at The Mill on Etowah, a repurposed mill consisting of neighborhood breweries, restaurants, and shops, including a large market curated with community vendors. The Mill has become a hub for supporting small businesses through regular pop-up markets, targeted marketing efforts, and events like Small Business Saturday.This holiday season, I made it a mission to buy at least some of my gifts from small or independent businesses. Once a week, I spend a few hours working at Frik and Frak, a neighborhood coffee shop with incredible baked goods and a curated gift section. I was able to pick up some Calabrian chili pepper relish for my dad who loves all things spicy AND repurposing his homemade chili to make chili dogs the next day, so relish was the perfect addition.I also stopped by one of the pop-up markets at The Mill and purchased some incredible sourdough bread and sourdough snickerdoodle cookies for the family and a few cute stickers for my sister. World Market is not necessarily a small business either, but buying measuring cups for my mom there instead of Target felt like a small win, plus the quality is unbeatable and they are super cute.
The Reality Check
Of course, you have to put your own oxygen mask on first. Buying bread at Walmart is much cheaper than a $10 artisanal loaf, and you can’t take care of others if you aren’t staying afloat yourself. So prioritize yourself, your needs, and the best decisions for you. However, if there are times when you can shop small (or at least smaller), I encourage you to do so.
Why It Matters
In fact, shopping small can be a win for your wallet, just maybe not in the immediate future. When you spend at independent businesses, more money stays in the community. For every $100 spent at these businesses, $68 stays in your area versus every $100 you spend at a national chain where only $43 stays put.This matters especially now. Unemployment currently sits at 4.4%, and in 2025, only 584,000 jobs were added, averaging about 49,000 positions per month. That figure was less than a third of the 2 million jobs created in 2024. Which brings us to another crucial point: small businesses are job creators. They employ approximately 77 million Americans, and every $10M made at independent businesses creates 50+ jobs versus 14 at Amazon.Additionally, small businesses donate 250% more to nonprofits and community causes than larger businesses. So if you spend at these businesses, your money will go back into community programs or nonprofits that help your area. This impact is especially meaningful because 40% of small businesses serve low-income communities, meaning your support often reaches the people who need it most.
Finding Your Balance
Now, this is not meant to be a holier-than-thou post. Heck, I recently shopped at Amazon for a client event where I needed table decorations, and because Party City closed down (RIP), I couldn’t find them elsewhere. Your money correlates to what you value and can help show where your priorities lie, but the current system isn’t set up for perfection and times are tough.
Small Steps, Big Impact
However, there are many small ways you can make an impact. If you frequent Starbucks because it is easy and on your way to work, try swapping for an independent coffee shop at least once a week, or just give the baristas a bigger tip one day. Want to buy a new book? Sign up for a library card and check it out, and if you like it and want to add it to your book collection, try your neighborhood book store. If they don’t have it, try thriftbooks.com (my personal fave). Want to treat yourself but don’t have too much to spend? Go to your farmers market and buy a freshly baked loaf of bread.Of course, these tips are for those with a little extra spending money already. There are tons of other ways to support small businesses without spending money. Subscribe to their newsletter, post about your friend’s art on your Instagram story, send your friend that is baking 40+ loaves of bread overnight an encouraging message.It is nearly impossible to shop small for pretty much everything. But even imperfect effort beats never trying at all. The return of brick-and-mortar stores, from Barnes & Noble to the small bookstore down the street, shows us that people still crave community spaces and authentic experiences. So do what you can, when you can, if you can. Every small choice adds up.
Sources
https://www.nbcchicago.com/news/local/iconic-bookstore-barnes-noble-to-open-60-new-stores-in-2026-including-in-illinois/3867618/
https://www.the-sun.com/money/13454058/barnes-and-noble-new-stores-opening-tiktok/#:~:text=The%20steady%20growth%20of%20Barnes,booksellers%20has%20proven%20so%20successful.%E2%80%9D
https://www.adyen.com/knowledge-hub/gen-z-retail
https://advocacy.sba.gov/2025/06/30/new-advocacy-report-shows-the-number-of-small-businesses-in-the-u-s-exceeds-36-million/#:~:text=According%20to%20this%20year’s%20release,that%20encourage%20them%20to%20flourish.%E2%80%9D
https://researchfdi.com/amazon-covid-19-pandemic-profits/
https://www.casino.org/blog/booktok-americans-canadians-reading-more-because-of-tiktok/
https://www.mytotalretail.com/article/barnes-noble-to-open-60-new-stores-in-2026/#:~:text=The%20effectiveness%20of%20the%20local,with%2060%20new%20stores%20planned.
https://grasshopper.com/blog/small-business-saturday-statistics
https://www.reuters.com/business/us-job-growth-slows-december-unemployment-rate-eases-44-2026-01-09/
https://ilsr.org/article/independent-business/amazonfacts/
