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.  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.

“Say you spend money at a local shoe store,” explains local economist and author Michael Shuman.  “Its employees then go to the supermarket, which might buy from a local farmer. The more times and the faster a dollar passes between hands without leakage, the more income, wealth, and jobs in a 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.

“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.

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.

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!

"At The Cheshire Horse, we participate in Plaid Friday and other Shop Indie Local events because supporting our community is at the heart of everything we do,” said Marianne Hamshaw, owner of The Cheshire Horse.  “As a family-owned business, we understand the value of building strong, local relationships, and these events are a wonderful way to celebrate the small businesses that make the Monadnock Region vibrant and unique. It’s about more than just shopping—it’s about coming together to create a thriving local economy while connecting with our customers and neighbors on a more personal level."

Plaid Friday

For the fifteenth 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 29, 2024. Wear plaid on Friday to show your support for our local economy and commitment to buying local this holiday season.

Learn More: Plaid Friday

A number of locally owned businesses will 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

“Birdies is participating in Plaid Friday because it aligns with what we are all about, community!” said Beth Wood, owner of 21 Bar & Grill and Birdies in Keene. “This year especially is important because it gives us a chance to show everyone what Birdies is. We love seeing our community supporting our small business and we love to promote collaborations. This Plaid Friday we cannot wait to give deals to those dining at 21 Bar & Grill when they show us their receipt or shopping bag from another Keene local business.”

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.

“We’re excited to be part of two great events this season!” said Deb Johnson, Owner of The She Shed in Swanzey. “On Plaid Friday, The She Shed will be a hub of fun with a decorated photo area to snap a pic in your plaid. And on Small Business Saturday, we'll have special giveaways happening throughout the day. We’re so fortunate to be part of a community that truly supports shopping local—and we can't wait to show our appreciation!”

Artists Sunday

December 1 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!

Cider Monday

Instead of Cyber Monday, a day when online merchants offer special deals, we invite you to Cider Monday.  On November 27, 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 3 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.