With online shopping just a click away, it’s easy to forget the magic of buying closer to home. But while big brands offer convenience – though not always the easy option when it comes to the wrong size or missing parts – it’s the small, independent businesses that bring colour, character and care to our communities.

When you buy from a local business, you’re not just making another purchase, you’re a part of their story. You’re supporting someone who has poured passion, skill and long evenings into creating something special, and who’ll genuinely delighted to know their items have found a home.

Here’s why choosing to shop small is a win for everyone:

You’re supporting real people

Every small business sale means something. Behind each purchase is a real person, who celebrates every single customer and every bit of progress their business makes.

You’ll find something truly unique

Independent means sold with heart, care and individuality. From hand-thrown ceramics and bespoke jewellery to natural skincare and cosy homeware, every piece carries a story you simply can’t find from the big brands.

You’re helping your community thrive

Money spent locally tends to stay local. It supports jobs, encourages creativity, and keeps our centres full of life and character. When you shop small, you’re investing directly in the future of your own community.

Your purchase has purpose

Many local brands go beyond business – championing sustainability, preserving Welsh craftsmanship, or supporting good causes. Your choice to buy from them helps that positive impact grow.

So, as the festive season approaches and gift lists start to form, take a moment to look closer to home. You don’t have to buy everything locally, though it’s a lovely challenge to set yourself (and one I’ve taken on in previous Christmases). Even shifting a little of your spending towards independents can make a real difference. From makers’ markets to independent boutiques, there’s a world of talent right on our doorstep, and every purchase helps our local community thrive in ways that reach far beyond the till.

Discover local makers across South Wales

Explore our Shop Local directory at www.viewmags.co.uk/shoplocal – celebrating the independent businesses that make our communities thrive. Businesses can list for free, making it easy to be part of the movement and reach local shoppers.