One of the first things I do when I arrive in a new town or city is stop in and talk to some small business owners.
Whether they run gift stores or boutiques, coffee shops or diners, these individuals are one of the best ways to get to know a new place. They’re invested — physically and emotionally — in making their community thrive.
I have made more than 50 stops in 18 states since setting out on the road. In these stops, I have seen towns that are struggling to make ends meet, ones that have been wrecked by the ongoing drug crises or shook by the changing tides of manufacturing and industrialization. But I have also seen towns that are thriving: ones that have leaned in to tourism, or have an invested local community of patrons who value their neighbors.
In cities, small shopping districts appear to be cropping up with enormous success and popularity. With the whole world at our fingertips, through our smartphones and the internet, there is a growing movement to shop small and keep it local.
Small business owners are among some of the most thrifty and committed that I’ve met whilst on the road. They’re up against enormous odds (30% of small businesses fail in the first year, and 50% will fail in the first five), but craft their own happy places in their own communities. Their joy and passion seems to pulse through the air, and stick with me long after I’ve passed through.
So, in honor of the upcoming Thanksgiving holiday and consumer-driven weekend, I wanted to share just a few of the many, many wonderful small businesses I’ve come across while on the road.
After all, when you’re shopping small, you’re helping support another person — your neighbor perhaps — and their dreams. And what is more appropriate for the season of giving than that?
Nanette’s Kitchen. I met Nanette when I was in Wisconsin this summer and she runs a phenomenal gluten-free (and gluten-full!) bake shop in Minocqua, a small town of approximately 4,000 people. Her treats are simply, well, magic.
Naturali. When I was exploring Mystic, Connecticut a few weeks ago, I met a woman who in a soap shop — that it turns out is masterminded by her son! This small family business creates beautiful handmade soaps and candles; it’s recently moved locations and taken on some new opportunities, including showcasing local creative work and, yes, shipping nationwide.
Ruby Rose Market. I met Alyssa, who opened up a shop with her sister-in-law when I visited Defiance, Ohio this fall. In a town of 16,000 people. Alyssa has been part of a wave bringing back the downtown area, which had fallen mostly empty after the advent of big box stores. These days, she shares both beautiful boutique items and the work of local artisans.
Village Chocolate Shop. I met the owner of this family-owned fudge shop when I sampled some of his delicious concoctions in Bennington, Vermont this fall. This family makes incredible fudge, chocolates and other sweets right in house — and have been for decades. Mark works 7 days a week, living and breathing his passion; the joy practically pulses through the air.
C&C Frozen Treats. When I was exploring Front Royal in Virginia this week, everyone kept telling me I should meet with Will. And my goodness, I can see why! Will moved into town a few years ago, not knowing anyone, and has created some enormous waves in this small Appalachian community. He’s taken it upon himself to create new traditions, like a Thanksgiving egg hunt and a summertime parade, to get the community together and keep people coming to the flourishing downtown.
Your turn — what are your favorite small businesses in your area? Give them a shout in the comments.
