Smiling shopkeeper organizing display in boutique

It's Small Business Saturday—Here, 22 Shops to Support Right Now

A guide to the most unique fashion, skincare, and home goods to gift your loved ones and yourself.
By Susan Brickell
November 28, 2020
Each product we feature has been independently selected and reviewed by our editorial team. If you make a purchase using the links included, we may earn commission.

Let me state the obvious: Covid-19 pandemic has forever changed our world. While mask-wearing, working from home, and attending school virtually have all become the norm, the pandemic has also totally upended the hospitality and shopping industry, with small businesses being hit rather hard. A recent survey by the the Society for Human Resource Management revealed that more than 60% of small businesses experienced revenue losses due to the coronavirus. What's more, 23% of small businesses have permanently shuttered between March and September of this year, according to Yelp.

Black Friday and Cyber Monday may be a chance to snag some insane deals on your favorite brands and from big box retailers—like Amazon and Walmart—but you might also want to consider supporting small businesses this weekend. And what better way to spend your Thanksgiving food coma (yep, I'm still struggling even today), than perched on your couch and doing some early holiday shopping for all your loved ones? Not only will you be helping out artisans and craftsmen, but you'll also be investing in unique gifts, handmade goods, and personalized items that feel special and one-of-a-kind.

What Is Small Business Saturday?

ICYMI, Small Business Saturday is a shopping holiday that was launched by American Express on November 27, 2010 in the United States. Each year, it's held on the Saturday after Thanksgiving, so it falls anywhere between November 24 and November 30—and also during one of the busiest shopping periods of the year. In contrast to Black Friday and Cyber Monday, Small Business Saturday encourages shoppers to support small and local brick and mortar businesses and individual sellers online. Also great: Some small businesses make charitable donations for each purchase, so you can feel ~extra~ good about where your money is going.

22 Small Businesses to Show Some Love to This Weekend

With so many amazing small businesses out there, hunting down the perfect gifts for family, friends, and even pets can become overwhelming. Where do you start? Luckily, we've compiled a guide to some of the best wellness, skincare, fashion, and home picks from small businesses. Grab your credit card—and ready, set, scroll.

Caraa 3 Sport Adult Masks

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Credit: CARAA

Caraa is a New York City-based sport bag and accessory company founded in 2015 by CFDA award-winning designer Carmen Chen Wu and Aaron Luo. It makes everything from duffles and backpacks to crossbody bags and wallets. This year, the brand began designing face masks that multiple Health editors swear by. Caraa's newest launch is a breathable sport mask with a nose wire and adjustable elastic loops that is comfy enough to be worn while working out. (Also great? Caraa matches every purchase with a donation to relief efforts.)

Paperandclaystudio Svulme Vase

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The Paperandclaystudio Etsy shop has over 20,000 admirers, thanks to its colorful collection of ceramics, which are all handmade in its Memphis, Tennessee studio. This vase, in particular, is a popular item and is made of porcelain and hand-mixed glaze. Use it to hold your favorite stems, herb cuttings, or even loose pens and pencils in your office.

Parker Clay Miramar Leather Backpack

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Not only does Santa Barbara-based Parker Clay make beautiful hand-crafted woven and leather goods, but the brand employs local woman in Ethiopia (many who have been impacted by human trafficking and the sex trade), and provides training, health care, pensions, paid time off, access to transportation to and from work, therapy, and more. This backpack is made of sustainable and ethically-sourced leather from Ethiopia, and each purchase of this bag provides seven hours of employment to the team in Ethiopia.

RootedEarth Herbal Coffee Eye Serum

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RootedEarth offers small-batch skin care and herbal apothecary goods; all of its items are made with herbs grown on its farm in Maine, as well as other organic, local, and cruelty-free ingredients. The brand's best-selling eye cream infuses organic Maine roasted coffee, rose petals, green tea, and vitamin E into olive oil and aloe vera gel to help reduce dark circles, fine lines, puffiness, and discoloration.

Awe Inspired Mini Ruth Bader Ginsburg Necklace

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Fine jewelry company Awe Inspired was founded in 2017 by three-time cancer survivor Jill Johnson and her son Max, with a mission to create meaningful, quality pieces for anyone wanting to honor a survivor in their life. Not to mention, the brand gives back 20% of all proceeds to benefit a charity with a direct impact on the lives of women overcoming adversity. Plus, you'll be in good company rocking Awe Inspired, since it has a fan club of celebrities, including Selena Gomez, Bella Hadid, Emma Roberts, and Sophia Bush.

Choose a pair of hoop earrings, a chain bracelet, or opt for one of the brand's necklaces, featuring a Greek female deity (think: Athena, Aphrodite, Artemis) or a powerful woman in history, such as Ruth Bader Ginsburg, Kamala Harris, Harriet Tubman, and Cleopatra.

Mudcloth Dog Bed

small biz saturday laylo pets

Brooklyn-based LayloPets designs beautiful, modern dog beds that are meant to seamlessly blend in with your decor and space, all while providing your fur baby the orthopedic comfort they need for a good night's rest. Each bed has a machine-washable knitted cover, non-slip bottom, portable handle, and accident-resistant orthopedic insert, so you and your pup have peace of mind for the occasional "oops."

To buy: LayloPets Mudcloth Dog Bed, $64 (was $75);

Posh Candle Co Do Nothing and Chill Candle

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Black- and woman-owned Posh Candle Co has items that are sure to spark joy and laughter during your quarantine or time spent working from home. With names such as "Boss Lady," "Just Made a Man Cry," "Grey Sweatpants," and "F*ckboy Repellant," these scented soy candles—poured into reusable vessels—are designed to encourage women to be their authentic selves and to even make you LOL. This "Do Nothing and Chill" candle has a delicious vanilla and caramelized sugar fragrance that is sure to bring about a calming home environment.

Velvet Hair Scrunchie Set

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Credit: WHIMSY + ROW

Whimsy + Row is an eco-conscious lifestyle brand that was founded in Los Angeles in 2014. It offers limited-run batches of clothing (all made in LA)—using only locally sourced and low impact materials—as well as a sustainable marketplace with everything from face masks to skincare to home goods. These velvet scrunchies are made from upcycled fabric scraps, and are way trendier than that elastic rubber brand you've been sporting.

Mysolmat Pink Tie Dye Yoga Mat

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Based out of Austin, Texas, Mysolmat creates eco-friendly yoga and fitness mats, so that you can truly feel good about your vinyasa or meditation practice. This pretty tie dye mat is grippy, lightweight, cushioned, and anti-bacterial, so that you remain stable and comfortable throughout your flow. Bonus: It's reversible to solid black if you want a more serious workspace, and it even comes with a convenient carrying strap!

ShineSkincareCo Brightening AHA Face Serum

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The products from California label ShineSkincareCo are not only made with powerful ingredients to address skin issues from acne to anti-aging, but its bottles and vessels are gorgeous enough to be left out on your dresser or bathroom counter. This face serum is perfect for anyone dealing with breakouts, since it's packed with antioxidants, niacinamide, glycolic acid, vitamin C, and vitamin E. Plus, it's crystal-infused, so once you're done with the bottle, you can add the included crystal to your collection.

BlackFicus Natural Linen Bathrobe

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The BlackFicus Etsy storefront is chock full of linen robes, pajamas, jumpsuits, dresses, and more—all lovingly made in the Ukraine. This kimono bathrobe is made of Oeko-Tex certified 100% European linen fabric that gets softer with each use and wash. And the soft, millennial pink hue is sure to brighten up your morning routine.

Adelfi Any Week Planner

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Credit: ADELFI

If you want to support a woman-owned business, why not this LA-based stationary company run by sisters, Freya and Phoebe? Adelfi brings beauty and thoughtful design to everyday items, such as journals, pens, and planners (like the stunning one featured above)—the original artwork featured on each piece is even created by Phoebe, herself. And if you're in need of a quarantine hobby, pick up one of the brand's adorable friendship bracelet kits, which will teleport you back to elementary school slumber parties in the best way.

SarahLouCo Mustard Merino Wool Knit Throw

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SarahLouCo is a merino wool knitter based in Mesa, Arizona, and her Etsy shop is the ultimate cozy destination, especially if you're in need of a gift this winter. Her scarves make a great purchase for your bestie, while her chunky blankets are perfect for a baby shower or for the home decor buff in your life. This throw is made of 100% merino wool yarn, naturally sourced from non-mulesing farms (essentially meaning no sheep were harmed in the making of this blanket!).

Tattoorary Constellation Nail Tattoos

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Manicure regulars who aren't visiting their salon right now for whatever reason (maybe you're trying to save money or your salon is still closed due to Covid-19) will appreciate Tattoorary, which churns out nail decals, temporary tattoos, and even henna. We particularly love these gold constellation nail tats, since they look amazing combined with any polish.

Glamourina The Sahara Sports Bra

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Activewear brand and black-owned business Glamourina, founded by Kia Phillips and Nekol Gaskins, is on a mission to service and motivate women of color to live healthy lifestyles. The cultural athletic gear is made with women of all body shapes, sizes, and skin tones in mind. This sports bra, in particular, is breathable, made of compressive fabric that offers medium support, and has a handy pocket in the back to hold your essentials (think: keys, credit card, phone) during your run or workout.

The Sill Bird's Nest Fern & Prospect

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Credit: THE SILL

What began exclusively as an online business, The Sill went from delivering potted houseplants like pizza to doorsteps all over the United States to establishing brick and mortar stores in New York City, Los Angeles, and San Francisco. The brand's mission is to make the experience of plant parenthood as wonderful, stress-free, and seamless as possible. That said, each plant from The Sill comes with easy-to-follow care information and the support of the company's green-thumbed team. (Psst, there are tons of indoor plants that offer health benefits to boot.) This bestselling fern is an ideal option for pet owners, since it's non-toxic. Snag it for nearly 50% off right now while supplies last.

The Vanishing Half

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Bookshop is an online bookstore, aiming to financially support local, independent bookstores. Because more people are buying their books online these days, the company wanted to create a convenient way for you to get your books and support bookstores at the same time. You can even search for a specific local bookstore to support, find them on their map, and they'll receive the full profit off your order. Don't have a beloved, local book shop? Don't fret: Your order contributes to an earnings pool that is evenly distributed among independent bookstores (even those that don't use Bookshop).

To buy: The Vanishing Half, from $25;

LaCausa Ludlow Jumpsuit

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Founded in 2013, LACAUSA designs modern basics that are a mix between romantic silhouettes and bohemian style—essentially known as effortless California chic. Fabrics are sourced and sewn with trusted partners with the highest standards in mind, and always under ethical conditions, so you can look great and feel good about your purchase. (What's more, LACAUSA donates a percentage of proceeds from each garment to different charitable partners.) So, what are you waiting for? Trade in your leggings and sweatshirt for a comfy yet more polished look—like this relaxed jumpsuit—for Zoom meetings as you WFH.

Imagineered Welcome Mat

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If there is something you're guaranteed to find on Etsy, it's a personalized item or gift. The Florida-based Imagineered shop offers customizable door mats that are far from the personality-less "Welcome" mats you're used to. The brand's eco-friendly mats are made from durable and natural coconut fibers with a biodegradable PVC vinyl backing to help keep them in place. This one is perfect for the animal lover (and wine connoisseur) in your life.

To buy: Imagineered Welcome Mat, $15 (was $25);

Astrid & Miyu Crystal Jewelled Huggies

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Known for its signature ear stacks, British brand Astrid & Miyu has gained a cult-like reputation among fashion editors, influencers, and celebrities like Jessica Alba and Sarah Hyland. The shocker? Many of Astrid & Miyu's styles cost less than $100, so you don't have to spend a fortune to up your ear game.

What's *so* amazing about these huggies, specifically, is that they are basically mini hoop earrings that closely hug your ear (hence the name). The lightweight design ensures they won't stretch out your earring holes and they'll stay out of the way, whether you're working out, showering, brushing your hair (you know how lethal hoops can be!), or simply wanting a more understated earring for the office.

CaffeinatedCreativz Fauci Sweatshirt

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Based in Columbus, Ohio, CaffeinatedCreativz specializes in quirky apparel and homeware, like this cheeky Fauci design that mimics a high-end Gucci sweatshirt. If Dr. Anthony Fauci has been your 2020 hero, scoop up this soft, fleecy top in white, black, or gray and support your man (and this awesome small business!).

Pur Home Multi-Surface Cleaner

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Credit: PUR HOME

It's time for you to meet PUR Home, a consciousness cleaning company that offers a range of essential household cleaners, from laundry detergent to disinfectant spray. PUR Home's Multi-Surface Household Cleaner (pictured above) is non-toxic, biodegradable, and contains only plant-derived ingredients, making it a safe option for using around children, pets, and on all the surfaces in your home and car.