The Frequency of Shopping Small

A love letter to the brave, unhinged, soft-hearted humans building something from scratch

Over Thanksgiving, someone asked me the classic small business question that feels innocent on the outside but emotionally loaded on the inside:

“So… how’s the business going?”

If you’re a business owner, you already felt that in your chest.

Because “How’s the business going?” is never really about sales or analytics.
It’s:
How’s your courage?
How are your dreams holding up?
How’s your belief in yourself doing these days?
How’s your emotional support water bottle?

It’s a layered question wrapped in a polite one.

And it reminded me of something I’ve been feeling deeply this season:

When you shop small, you’re not just buying a product.
You’re buying someone’s leap of faith.

You’re buying their late nights, early mornings, and “Holy crap, is this even working?” moments.
You’re buying their experience, their art, their originality — the stuff they poured themselves into even when no one was clapping yet.

You’re buying the hours they spent obsessing over fonts or fabric or packaging.
You’re buying the moment they told their family, “Yeah, I’m doing this,” even though their voice was shaking.
You’re buying the messy middle, not the polished outcome.

Shopping small hits different because small business is personal.
It carries the fingerprints of someone who cares.
Someone with skin in the game.
Someone who’s building the thing they wish existed.

And honestly?
Every time someone buys from a small business, an entrepreneur somewhere breathes out for the first time that day.

Because when you shop small:

You’re supporting someone’s nervous system.
You’re validating their wild idea.
You’re fueling someone’s purpose.
You’re saying,
“I see you. Keep going.”

This year, more than ever, I’m noticing the softness and bravery it takes to create something from nothing.
The emotional gymnastics.
The joy.
The vulnerability.
The nights spent whispering, “Please let this matter.”

Shopping small isn’t just a transaction.
It’s a transmission.

It says:
I value the humans putting magic into the world.
Not just the machines delivering packages.
I believe in heart-driven work.
I invest in dreams, not just discounts.

So if you’ve supported a small business this season — mine or someone else’s —
thank you.
Truly.

You’re not just shopping a brand.
You’re shopping someone’s story, their risk, their resilience, and their becoming.

And that’s the most beautiful frequency of all.