"Plaid Friday and Shop Indie Local events are wonderful reminders of how strong our community can be when we come together to support local businesses,” said Elizabeth Hamshaw, General Manager of The Cheshire Horse. “We believe that shopping local is more than finding unique products; it’s about investing in the people and places that make the Monadnock Region such a special place to live. These events give us a chance to connect with our customers, celebrate small businesses, and keep our local economy thriving."

As many of us share gifts and meals with friends, family, and coworkers this holiday season, we can also give a gift to our entire community and keep our local economy thriving. 

From our Thanksgiving meal to our New Year's Eve celebration, let’s Shop Indie Local and purchase more of our holiday gifts and celebration needs from our friends and neighbors—locally owned business owners. Our purchases will keep on giving well into the New Year and beyond!

When we purchase gifts at a locally owned store, the store’s owner and employees are more likely to buy products and services from other locally owned businesses, circulating our dollars through our local economy. As our dollars pass between our neighbors’ hands, without leaving our region, the more income, wealth, and jobs grow in our community. 

And, Monadnock Region independent retailers sure do pass those dollars! They recirculate, on average, $62 of every $100 spent at their businesses back into our local economy.  National chain stores return $14 of every $100 spent, while Amazon returns nearly zero. If everyone shifted just 10% of their purchases from national chains to locally owned retailers, we would return $27 million to our regional economy annually. Now, that’s all I want for Christmas!

“Our local businesses are the backbone of our community,” said TEAM Jaffrey Executive Director Tara Castiglioni.  “They are families, so when you shop local, you’re directly supporting a family who sign up their children for different activities, eat locally, and shop locally. It’s a cycle of reciprocity that keeps our town going.”

Give a Gift of Job Growth

Local, independent retail businesses help employ many more people than those on the sales floor. They’re more likely to bank with local banks and buy from other local businesses than chain stores. They’re also more likely to hire local service providers like accountants, graphic designers, and various skilled positions—jobs for aspiring entrepreneurs.

Give a Gift to the Nonprofit Community

Local nonprofit organizations depend on contributions from local businesses. This support extends to civic institutions like schools, churches, and fraternal leagues that aid economic prosperity, community cohesion, and trust.

“Our local businesses are the backbone of our community,” said TEAM Jaffrey Executive Director Tara Castiglioni. “They are the first ones to contribute to any events. They are families, so when you shop local, you’re directly supporting a family—who put their children in different activities, eat locally, and shop locally. It’s a cycle of reciprocity that keeps our town going.”

Give a Gift of Vibrant Main Streets

The rise of online shopping, undercutting Main Street retailers, also changes land use patterns.  Amazon doesn’t place its warehouses downtown but in remote industrial parks.  As demand for Main Street storefronts declines, so will local governments’ tax revenue base. The Shop Indie Local movement reverses this trend!

Get Ready for Shop Indie Local Week

The week after Thanksgiving is a super busy one for the Shop Indie Local movement as we celebrate Plaid Friday, Small Business Saturday, Artists Sunday, Cider Monday, and Giving Tuesday.  Learn more!

Plaid Friday

For the sixteenth year, independent businesses and community members in the Monadnock Region will celebrate Plaid Friday, the day after Thanksgiving. This year's event falls on Friday, November 28, 2025. Wear plaid on Friday to show your support for our local economy and commitment to buying local this holiday season.

Learn More: Plaid Friday

Be sure to visit the locally owned businesses that have volunteered to serve as Plaid Friday Hubs this year.   Hubs pledge to photograph you decked out in plaid and answer questions about Plaid Friday.  TLC Monadnock will post all Plaid Friday photos throughout the day on our Facebook page.

Find a Hub Near You

"We love being a community hub for holiday spirit because it is so fun and rewarding—watching people share moments and enjoy themselves,” shared Deb Johnson, owner of The She Shed in Swanzey. “Shoppers and our friendly team come together as friends. We get to know them and share what brings them joy. Joy, for us, equals Your Happy Place for local shopping this holiday season."

Small Business Saturday

While Plaid Friday overshadows Small Business Saturday in our region, we encourage everyone to celebrate this event, too.  One way to participate is to play Shop Small Bingo.  No matter how you get involved, every little bit makes a big difference.

Artists Sunday

November 30 is Artists Sunday, an art shopping movement of over 4,500 artists and organizations coming together to encourage consumers to shop with their favorite local artists and makers during the holiday season. Think of it as Plaid Friday but for the arts. Learn more!

“Art brings a unique and personal touch to gift-giving, and with Artists Sunday, shoppers can truly feel connected to the work they purchase,” said Cynthia Freese, co-founder of Artists Sunday. “This event empowers local artists, fosters economic growth, and inspires people to value the beauty that comes from creativity and craftsmanship.”

Cider Monday

Instead of Cyber Monday, a day when online merchants offer special deals, we invite you to Cider Monday.  On December 1, stop in for free cider from participating Cider Monday businesses.  Also, if you choose to shop online, choose local too!  Learn more!

Giving Tuesday

A global generosity movement, Giving Tuesday on December 2 encourages you to give any way you can.  Organizers share, “Whether it’s making someone smile, helping a neighbor or stranger out, showing up for an issue or people we care about, or giving some of what we have to those who need our help, every act of generosity counts and everyone has something to give.” Learn more!

Together, we're generating ripple effects that create new jobs, charitable contributions, and community prosperity -- what a gift!  Thank you for supporting the Shop Indie Local movement.