As the holiday season comes to a close, many local business owners are reflecting on the impact community support has had over the past several weeks.
While online shopping and big-box retailers continue to dominate much of the market, shopping locally during the holidays once again proved to be a meaningful investment in the local economy and the people behind it, the business owners say.
“When customers choose to shop small, they’re supporting more than a store,” said Cecilia Hedrick, owner of Be Boutique. “Small businesses are the heartbeat of our neighborhood, the spine of our local economy, and the spirit of our town.”
Downtown Cuero is decorated for Christmas shopping at local busiesses.
Contributed Photo Money spent at locally owned businesses continues to circulate within the community at a higher rate than money spent at national chains. According to Capital One Shopping, 68% of every dollar spent remains in the local economy. Local owners often reinvest their earnings by working with other nearby businesses, helping support jobs and sustain economic growth long after the holiday decorations are packed away.
For many entrepreneurs, holiday sales play a critical role in carrying their businesses into the new year. “Taking the time to shop locally and with me means I take the time to make sure your clothing fits you properly from head to toe,” said Renee Wilke, owner of TX Soule. “Here at TX Soule, we want you to walk out the door feeling confident—not only in how you look, but in how you feel.”
Beyond sales numbers, local business owners say the season reinforced the value of personal connection and customer trust. Independent retailers provide unique products, handcrafted items, and personalized service that large retailers cannot offer, helping maintain the character and charm of the community.
Local florist Roberta Blank, owner of Ryan’s on Main, said in-person shopping made a noticeable difference. “Buying flowers online, you aren’t always going to get what you ordered,” Blank said. “When customers walk into their local flower shop, we can guarantee they get exactly what they want.”
Some local shops also support multiple small businesses at once. “When you shop at Gathered, you aren’t just supporting one family,” a store representative said. “We have 15 vendors that sell their goods here, and holiday support impacts all of them.”
In addition to economic benefits, local shopping often results in a smaller environmental footprint due to reduced shipping distances and packaging. Many small businesses also prioritize sustainable and locally sourced products, a value that resonated with shoppers throughout the season.
As the holiday rush fades, business owners say the effects of shopping local continue to be felt. The relationships built, the confidence gained by customers, and the support shown by the community help businesses remain strong throughout the year.
While the holidays may be over, local owners say they hope the habit of shopping small continues. The season served as a reminder that every purchase made locally helps ensure that the businesses defining the community’s identity will be there long after the lights come down, they add.
