As November begins, the approaching holiday season brings new opportunities for residents to support the businesses that contribute to their communities. From independently owned shops and neighborhood restaurants to local service providers and family-operated businesses, small businesses play an important role in shaping the character and economic activity of cities like Lakeland, Tennessee.
With Thanksgiving approaching and holiday shopping beginning to pick up, November is an especially meaningful time to consider where and how money is spent. Choosing to shop locally can help support jobs, encourage entrepreneurship, and strengthen relationships between businesses and the people they serve. While large retailers and online shopping platforms remain convenient options, making room for local businesses in holiday plans can provide benefits that extend beyond individual purchases.
The Importance of Small Businesses to Local Communities
Small businesses contribute to communities in ways that go beyond providing products and services. They create employment opportunities, occupy commercial spaces, support other businesses, and offer residents convenient access to everyday necessities. Independently owned establishments can also bring variety to a community by introducing products, services, and experiences that reflect the interests and needs of local customers.
According to the U.S. Small Business Administration, the United States has more than 36 million small businesses, representing a significant portion of the nation’s economic activity. Small businesses operate across nearly every industry, from retail and food service to construction, professional services, and healthcare. Their contributions are particularly important in growing communities, where new businesses can help meet increasing demand while creating opportunities for local entrepreneurs.[1]
How Shopping Locally Supports the Economy
One of the primary benefits of supporting local businesses is the potential for consumer spending to circulate within the surrounding economy. When residents purchase goods or services from independently owned establishments, those businesses may use their revenue to pay employees, purchase supplies, maintain their properties, and work with other local companies. These activities can create additional economic benefits beyond the original transaction.
A 2025 economic impact study commissioned by American Express estimated that approximately 68 cents of every dollar spent at a small business in the United States remains in the local community. The study considered the economic activity generated through business operations, employee spending, and relationships with local suppliers and service providers. Although the exact impact varies depending on the business and location, the findings illustrate how consumer purchases can contribute to broader economic activity.[2]
November Marks the Beginning of the Holiday Shopping Season
The weeks leading up to Thanksgiving traditionally mark the beginning of increased holiday shopping activity. Families may begin purchasing gifts, decorations, seasonal clothing, and supplies for upcoming gatherings. For retailers and other consumer-facing businesses, November can represent an important opportunity to attract customers and generate revenue before the end of the year.
Holiday spending can be particularly significant for independently owned establishments that depend on consistent customer activity to cover operating expenses. Unlike larger companies with extensive resources and multiple locations, smaller businesses may have more limited financial flexibility when sales fluctuate. According to the 2025 American Express Shop Small Impact Study, more than half of surveyed small business owners estimated that Small Business Saturday sales would account for as much as 15% of their annual revenue. The findings demonstrate why consumer support during the holiday season can be especially meaningful for some businesses.[3]
Small Business Saturday Takes Place November 28
One of the most recognizable opportunities to support independent businesses is Small Business Saturday, which will take place on November 28, 2026. Held annually on the Saturday following Thanksgiving, the observance encourages consumers to shop at small businesses during one of the busiest retail periods of the year. Small Business Saturday was established by American Express in 2010 and has been officially cosponsored by the U.S. Small Business Administration since 2011.
The event provides an opportunity for residents to explore independently owned retailers, restaurants, and service providers they may not have visited before. Some businesses may offer special promotions, seasonal products, or other activities to encourage participation, although individual offerings vary. The National Federation of Independent Business notes that Small Business Saturday can help local establishments introduce themselves to new customers and develop relationships that continue beyond the holiday season.[4]
Supporting Independent Retailers During the Holidays
Independent retailers often provide shopping experiences that differ from those offered by larger chains. Locally owned boutiques, specialty shops, gift stores, and other retail establishments may carry carefully selected merchandise, handmade products, or items from smaller suppliers. These businesses can offer residents opportunities to discover gifts that may be less commonly available through major retailers.
Shopping at independent retailers can also provide opportunities for more personalized customer service. Business owners and employees may have detailed knowledge of their products and can offer recommendations based on individual preferences or budgets. For holiday shoppers, this assistance can be useful when selecting gifts for family members, friends, coworkers, or other recipients. Residents who prefer shopping online may also be able to support local retailers through business websites, social media storefronts, or other digital purchasing options.
Local Restaurants Play an Important Role in Community Life
Restaurants, coffee shops, bakeries, and other food establishments are another important part of the local business community. Beyond providing meals and refreshments, these businesses often serve as gathering places where residents meet friends, celebrate special occasions, or spend time with family. Independently owned restaurants can also contribute to a community’s identity by offering distinctive menus, regional specialties, and dining experiences.
November provides several opportunities to support local food establishments. Residents may choose to dine out while preparing for Thanksgiving, purchase baked goods or desserts for holiday gatherings, or order meals during particularly busy weeks. Gift cards from neighborhood restaurants can also make practical holiday presents. Supporting local dining establishments throughout the season can help these businesses maintain customer relationships while introducing residents to additional options within their communities.
Remembering Local Service Providers
Although holiday shopping often focuses on retail stores and restaurants, service-based businesses also contribute significantly to local economies. Hair salons, barbershops, automotive repair businesses, cleaning services, landscapers, fitness studios, and professional service providers all help meet the everyday needs of residents. Many of these businesses operate throughout the year and rely on repeat customers and referrals.
The holiday season can be a useful time to recognize the services available within the community. Residents preparing their homes for guests may need cleaning or maintenance assistance, while others may schedule personal care appointments or arrange services before traveling. Purchasing gift certificates from local service providers can also offer an alternative to traditional holiday presents. Supporting these establishments helps recognize the broader range of businesses that contribute to the community beyond retail shopping.
How Local Businesses Contribute to Lakeland’s Growth
As Lakeland continues to develop, local businesses play a role in expanding the availability of goods, services, and employment opportunities. Commercial development can provide residents with additional shopping and dining options while creating opportunities for entrepreneurs interested in establishing businesses within the city. A diverse business community can also help reduce the need for residents to travel outside the area for certain products and services.
The Shelby County Chamber Alliance identifies Lakeland as a growing community with opportunities for commercial investment and development. Its economic development overview highlights the city’s location near Interstate 40 and State Route 385, along with commercial development activity intended to support business growth. These factors can create opportunities for both established companies and smaller businesses seeking to serve the area’s residential population.[5]
Supporting Small Businesses Without Making a Purchase
Although spending money is one of the most direct ways to support local businesses, it is not the only option. Residents can help independently owned establishments gain visibility by recommending them to friends, sharing their social media posts, or leaving thoughtful online reviews. These actions can be particularly valuable for smaller businesses that may not have the advertising budgets available to larger competitors.
Word-of-mouth recommendations remain an important way for consumers to discover businesses within their communities. Residents who have positive experiences at local establishments can help others learn about available products and services by sharing accurate, specific feedback. Following local businesses online can also help customers stay informed about new offerings, seasonal promotions, and upcoming events. These forms of engagement require little financial commitment but can help businesses reach potential customers.
Building Stronger Connections Through Local Shopping
Supporting local businesses can also encourage stronger relationships between residents and business owners. Independently operated establishments often provide opportunities for customers to interact directly with the people responsible for running the business. Over time, these interactions can create a sense of familiarity and contribute to the personal connections that help distinguish one community from another.
Local businesses may also participate in charitable initiatives, sponsor community activities, or contribute to school and neighborhood programs. While these activities vary by establishment, they demonstrate how business involvement can extend beyond commercial transactions. Residents who support businesses engaged in community activities may indirectly contribute to initiatives that benefit local organizations and families. In this way, shopping locally can become one part of a broader effort to maintain an active and connected community.
Making Local Shopping Part of Everyday Routines
Supporting local businesses does not necessarily require residents to change all their shopping habits or avoid larger retailers. Instead, individuals and families can look for practical opportunities to include independently owned establishments in their existing routines. Choosing a neighborhood restaurant for an occasional meal, purchasing a gift from a local shop, or hiring a nearby service provider can all contribute to local economic activity.
November provides a natural opportunity to begin incorporating these habits into holiday preparations. Residents may consider exploring businesses they have not previously visited, comparing available products and services, or setting aside part of their holiday shopping budgets for local purchases. Small Business Saturday can serve as a reminder of these opportunities, but consistent support throughout the year is equally important for businesses seeking to maintain stable operations.
Looking Ahead to a Strong Holiday Season
As Thanksgiving approaches and the holiday shopping season begins, local businesses throughout Lakeland and the surrounding communities will continue serving residents preparing for celebrations, family gatherings, and the end of the year. From retailers offering seasonal merchandise to restaurants preparing holiday meals and service providers assisting with everyday needs, these establishments contribute to the convenience and character of community life.
For Lakeland residents, November offers an opportunity to recognize the importance of the businesses operating close to home. Shopping locally can support employment, encourage entrepreneurship, and help consumer spending contribute to the surrounding economy. Whether through purchases, recommendations, or participation in Small Business Saturday, residents have several ways to support the establishments that serve their community. These efforts can help strengthen local business relationships during the holidays and throughout the year.
[1] U.S. Small Business Administration. Small Business Saturday.
https://www.sba.gov/about-sba/organization/observances/small-business-saturday/
[2] American Express. Shop Small: Supporting Small Businesses and Local Communities. Includes findings from the 2025 Small Business Economic Impact Study. https://www.americanexpress.com/us/small-business/shop-small/shoppers/
[3] American Express. 2025 American Express Shop Small Impact Study Results. November 12, 2025. https://www.americanexpress.com/en-us/newsroom/articles/shop-small/2025-american-express-shop-small-impact-study-results.html
[4] National Federation of Independent Business. 5 Tips to Help Local Shops, Restaurants Make the Most of Small Business Saturday. November 2, 2026. https://www.nfib.com/news/news/5-tips-to-help-local-shops-restaurant-make-the-most-of-small-business-saturday-3/
