This as-told-to essay is based on a conversation with KK Hart, a 40-year-old multi-entrepreneur and business acquisition expert based in Dallas. It’s been edited for length and clarity.
For the past 20 years of my career, I’ve supported small businesses. First as a consultant and then, through an unexpected journey, in business acquisition. As a non-institutional investor — which means I use my own money to invest and am not part of a fund or organization — I’ve purchased and led 10 small businesses, from brick-and-mortar fitness studios to skincare brands such as Ghost Democracy, my most recent acquisition.
As someone who has seen the inner workings of many businesses, I can say there’s a mismatch between what consumers think small businesses need during this time of year and what they actually want. My passion is helping consumers understand how they can improve a small brand’s profit margin and long-term viability during the holiday season and beyond.
Here are three high-impact shopping strategies to try.
Photo courtesy of Ghost Democracy
Prioritize slow, intentional purchasing
Shoppers have been trained to value speed and low cost, but small brands generally can’t match that. When you look for the free or one-day shipping, you’re asking a small business to compete on money — often at a loss, especially when you consider that logistics costs went up this year for small businesses.
Instead, I like to encourage people to think of intentionality as the new convenience and prioritize slower shopping. I like to start planning what I might buy for the holiday season at the beginning of the year, so that I can shop more slowly in Q3 and Q4.
When consumers slow down their purchasing and think more carefully about what they’re buying, it leads to less friction and fewer returns, which are a massive cost for retailers. If you go slower, you have a week or two to ask the brand questions, like about their formulation or how they stack up to a competitive brand, and ensure you’re making the best purchase for you. People are always surprised to find that small businesses actually respond honestly.
If you’ve missed a shipping deadline for a small business this year, go for gift cards. Gift cards are 100% cash flow for a small business, minimize returns, and allow your gift recipient to choose what they actually want.
Give back to businesses in other ways beyond the holiday season
The heart of this season is about giving and joy. I can tell you that business owners would like to have a lot of joy year-round — not just during the holiday season.
Yes, that can mean buying throughout the year and being a repeat customer to the brands you love. The post-holiday rush in January is a cash flow desert for many businesses.
Support can also look like leaving a review. While there’s a lot of emphasis on the dollar amount going to small businesses, feedback can matter just as much. Your purchase in December and your review shortly thereafter could fuel purchases in July and August when things aren’t as exciting. That creates more than money in the moment — it gives us a marketing asset all year long.
Think of your spending as an investment
Finally, think beyond the items you want to own and focus on how you can make an impact. When you consider what you really want from a product and purchase, you think differently than what’s the lowest cost and the most convenient.
Anytime I spend money, even as a consumer, I like to think about who I’m investing in. It’s impactful to put your money into a small business, where it goes directly into a family’s pocket and could impact their business for generations to come. When you invest in a brand in this way, you give them more than just your immediate gratification.
Additionally, it’s also good to purchase items on first-party platforms, or a business’s direct website, which places the marketplace commission back into the owner’s hands. This is often overlooked, but a truly tangible way to make an impact.
Essentially, you want to go from being a customer to thinking like a capital owner. That was my journey — realizing that the real impact is not in what you buy, but what you can help create with the money you spend.
