How To Make A Big Impact By Shopping Small Businesses

Built on larger-than-life ambitions and hustle, small businesses are much bigger than their name suggests. “It’s somebody’s dream. It’s somebody’s passion. It’s somebody’s love,” says Sarah Keast, co-founder of Crying Out Loud. The online shop curates care packages and gifts for all life’s occasions—even the hard ones—thanks to the unique perspective of the four founders, all young widows. “You’re supporting someone’s dream, you’re supporting their family, and you’re keeping your local neighbourhood vibrant and unique,” she says.

Small businesses may be mighty, but these days they need support more than ever. Inflation, rising interest rates, high shipping tariffs and employee retention have business owners feeling like the deck is stacked against them. And navigating this new reality on the heels of the pandemic has led to widespread burnout. “The pandemic itself pushed us to our breaking point,” says Lexi Soukoreff, owner and creative director at Vancouver-based activewear brand Daub + Design. “We pushed forward and there are constantly new challenges. Everything from staffing, to inflation, to cost of living. We are all feeling it personally, but then as a business as a separate entity.”

The feeling is echoed by Brandy Mercredi, founder of sustainable clothing brand Franc. “All businesses I talked to, they all seem to be struggling in some fashion right now,” she says. “Small businesses just don’t have those deep pockets to be able to really withstand another difficult year. Or if you’re a business that did really well over the pandemic and you had to grow, to be able to scale back is also really difficult.”

In a moment of truth, some, including Soukoreff, have taken to social media to ask for support from their customers and followers. “What we saw in July, August, was people just kind of stopped spending. And that was very concerning. That was why we did the post.” But she wasn’t alone. “I was floored to see the response from so many other small business owners.”

Last spring, Mercredi also posted when the slowdown first began to tighten its grip. “Just been trying to be as transparent as possible about it,” she says. “So customers know, but also so other small businesses just don’t feel so alone.”

Sometimes an Instagram post isn’t enough. Allie Duff’s community-minded clothing company Pure Balanxed is an example of the fine line business owners navigate. The shift back to pre-pandemic spending patterns made it difficult to deal with other challenges—like inflation, and the cost of making clothing in Canada. In August 2022, she added her voice to the chorus asking for help on social media. “That went viral, which was amazing. It saved the business at the time,” she says. “But when I look back, it saved the business through people shopping on sale prices. So that’s not full costs, and that’s not making me any money.” Last summer, she made the difficult decision to close the business. “I just couldn’t see how things were going to get better.”

The owners of Crying Out Loud also know a little bit about closing doors. In their case, it was shuttering their bricks-and-mortar shop on Toronto’s Danforth Avenue, moving to online only. “I feel like I ran out of chess moves,” says Keast. “Trying to figure out how to manage the cash flow and the people and the product, and all of that. And then it just got to a place that, and I think a lot of small businesses are getting to this place, where there isn’t any chess moves left. You’re like, OK, checkmate.”

There are ways we can help small businesses stay in the game. Number one, of course, is choosing to spend with them. But it’s not the only way, as Naomie Caron, founder and designer of Montreal-based Selfish Swimwear points out. “There’s so much noise on the Internet,” she says. “Resharing, reposting, commenting, tagging companies, telling the companies that you like what they do. All those little things that are not necessarily attached to the cost are making a big difference.” And it’s not just about feeding the algorithm. “Having a client say I love what you do, I’m so happy to support you. That just gives us the fuel to continue.”

Mercredi is in agreement. “Be a customer, be a connector, be a cheerleader or be a brand champion,” she says. “Connect a business with somebody else who might be able to shop or need to shop from there. Even commenting, sharing a post, liking on social media can go a long way for small business.” Although, spreading the word can take a digital or analog approach, as Keast explains. “Word-of-mouth marketing is the most powerful,” she says. “It’s organic, and it’s authentic.”

In the end, it’s not just about keeping your favourite retailer afloat—it’s much bigger than that. “I’m trying my best to make locally, to support the local economy, to employ people locally. To create something that’s going to last a long time, so not impact the environment,” says Caron. Plus, when you shop small, it’s a whole experience. “They’re going to remember names. They’re going to answer your emails,” says Duff. “They’re the ones that have the most care and the most knowledge, and really care about what they’re bringing to the world.”

There’s no mistaking the diversity and vibrancy small businesses bring to the spaces they inhabit. “It’s the backbone of society. We provide jobs and all of that, but also when you walk down the street and you see your community, you see a diversity in what’s being offered,” says Soukoreff. “We want to keep going. We love everyone … I couldn’t ask for a better career and a better community.” —Jill Von Sprecken