The Power of Shopping Local
Why Supporting Small Canadian Brands Matters More Than Ever
Written by Jenn Wint
We’ve all heard the quote and seen the reels on social media, “Every time you buy from a small business, someone does a happy dance.”
I can tell you, it’s a true story. In my work in public relations, I’ve had the privilege of sharing the stories behind small brands, emerging brands and Canadian thought leaders. I’ve seen firsthand the excitement, gratitude, and sometimes tears that come from a single new order, a kind review, or a spotlight in a local publication. Every customer and every sale makes an impact.
Yet, as Canadians, we often underestimate the power we hold with every dollar we spend. Whether it's your morning coffee, a birthday gift, or a cozy new throw blanket for your couch, each purchase is a vote. A vote for the kind of economy and community we are building for the future. Ideally, one that celebrates local makers, preserves the unique character of our neighbourhoods, and keeps our buying power here at home.
Why Supporting Canadian-Made Matters
There’s nothing wrong with the convenience of big-box stores or global online marketplaces - these support small businesses too! But when we stop walking into stores, reading labels and connecting with people we risk losing the rich fabric of our communities. The independent bookshops, the artisanal markets, the deliciously warm cafés, the home-based entrepreneurs, and the local designers whose work is rooted in passion, not just profit.
The impact of shopping local goes far beyond economics. It’s about connection. It’s about walking into a boutique where the owner knows your name and your style. It’s about supporting people who pour their hearts into their products. As someone who works daily with small Canadian brands, I’ve seen how every media mention, every order, every word-of-mouth referral matters. It can mean the difference between keeping the lights on or closing the doors. That’s how personal and impactful our choices are.
Real Choices, Real Impact
If you’re in the market for a new candle, pop into the boutiques and ask what’s made locally. On your search for non-toxic deodorant, instead of defaulting to a drugstore brand, read the labels, see who makes cruelty-free products with sustainable, naturally derived and healthy ingredients.
When it comes to clothing, swap fast fashion for slow-fashion brand based in Canada and designed with ethical production in mind. These aren’t just purchases, they’re investments in people, values, and stories.
I encourage people to take one small step when shopping online: check where the company is based. You’d be surprised how many “Canadian-looking” websites are storefronts for U.S. or overseas companies. A quick peek at the About or Contact pages can reveal a lot and helps you decide whether your dollars are staying in Canada.
Gifts, Groceries, and Everything in Between
Supporting local doesn’t have to mean big spending. In fact, it’s often the little things that add up. Pick up your produce at a local farmers market. Buy your holiday gifts from a Canadian artisan or a local craft market. Try out a small batch cookie company. Choose a handmade card from a local stationery brand rather than a generic one off the rack.
Even household items, tea towels, cleaning products, or kitchen essentials can be found through Canadian makers and retailers. A simple shift in mindset, and suddenly you’re not just a shopper, you’re a supporter of a dream and a family.
Listen Local
Supporting Canadian creators doesn’t stop at products. Tune into a Canadian podcast, read Canadian penned books and follow Canadian artists and creatives. We are bursting with talent and perspective here, and the more we amplify our own voices, the stronger our culture becomes.
Community Is Everything
Across the country, every community has its gems, the little shops that make your street worth walking, the brands that represent your values and events that bring people together. These businesses aren’t just filling a need; they’re building culture and character. When we support them, we’re helping keep that local spirit alive.
I love nothing more than discovering a local gem, bakery or an art exhibition. I truly believe these businesses and creative endeavors are what make our communities so unique and special.
Your Buying Power
As a PR and storytelling expert, my job is to help small brands share their journey and connect through stories. But as a consumer, I’m also committed to choosing brands whose values reflect my own. You have that power too.
So the next time you're shopping, ask yourself if you can make that purchase locally. Chances are, you can, even if it’s online. And when you do, you're not just making a purchase, you're making a positive impact.
Choose to keep your buying power in Canada wherever possible, even if you’re buying internationally made toys at a local toy store. Our communities, our creators, our small businesses and service providers deserve it and we'll all benefit when our communities thrive.
Looking to shop locally in BC? Check out these great people and companies recommended by Jenn: