Perhaps it’s the sound of holiday bells shimmering on the antique doorhandle of the beloved, old-fashioned penny-candy store, or the scent of coffee and book pages mingled pleasantly under-nose at the book shop and café on the center street of your town, or the first name basis greeting and familiar faces at the checkout of your local deli. All of these increasingly rare nuances insinuate shopping local.
In addition to often providing shopping experiences full of enough ambiance to make one wax poetic, shopping local is more than just pleasant and nostalgic -it is one of the most powerful choices we can make to shape the future of our local economies. The holiday season is a particularly wonderful time to reflect on how our consumer choices can shape the future of our communities. The US Small Business Administration shows that, as of June 2025, there are over 36 million small businesses in the United States. These local shops, boutiques, and businesses aren’t just there to offer picturesque storefronts to admire from a distance, they’re the heartbeat and undercurrent of our towns. They provide jobs and support families for people you know and care about. Local businesses often give back as much as they receive from their community by supporting, and even spearheading initiatives that enrich our neighborhoods and communities.
Of course, the hustle and bustle of modern-day life cannot be dismissed and discounted no matter how appealing that may sound. People are busier than ever with budget constraints of all kinds and severities -especially in the current economy with things like tariff worries and cost-of-living increases. A busy mom faced with a minute-by-minute-packed weekend who also needs to get a birthday gift for her child’s schoolmates birthday tomorrow is going to pop into a big box store on the way to the party. Sometimes, the tool you need just isn’t at any local stores. Sometimes, a meager budget needs to be respected and prioritized, and the least expensive option is easy to find with a few clicks on the phone. Convenience and thrift are not sins, they are realities, but they shouldn’t be our only plan.
One of the biggest and most obvious community-positive impacts of shopping local is that a substantial amount of every dollar spent with a small business strengthens the local economy. Shopping small isn’t just about making a purchase—it’s an investment in your community. When we choose to spend our money on local shops and businesses, we create what is called the “local multiplier effect” and it impacts local communities exponentially. The effect is defined as the occurrence where financial resources expended within a specific geographical area circulate repeatedly, thereby generating additional, stable economic activity and wealth. This makes sense because, according to BusinessDasher, statistics show that about $68 of every $100 spent at a local business stays in the community, while approximately only $14 of every $100 spent at a big box store stays in the community. With a greater percent of your money spent at local business staying in and supporting the local economy, it is more than an altruistic gesture to include community businesses in your shopping plans, it is a smart place to put your money.
In addition to boosting your local economy, shopping local and small is less of a drain on the environment. Local and sustainably made products travel fewer miles, use fewer resources, and are often made and produced with less destructive methods than mass produced products. Even packing material from online ordering is becoming a major pollutant. A study from PakFactory found that 1.8 billion tons of greenhouse gasses are emitted yearly from plastic packaging production. Ten percent of packaging’s carbon footprint is attributed to transportation and shipping. Seventy-nine percent of that produced plastic packaging waste ends up in landfills. In addition, 25% of global plastic packaging waste is attributed to packaging used in shipping. Buying from your local shops and businesses usually only results in something like a small, paper bag -perhaps some tissue paper inside, and the fuel used to drive a short distance if walking wasn’t an option. These things are mere crumbs in terms of waste and footprint compared to the Mt. Everest we have built out of material waste from big box stores and shipping companies.
One lesser considered benefit to shopping local this holiday season is that it is often far more intentional. Local businesses wear their hearts, and products so-to-speak, on their sleeves. They have often either made or carefully curated their inventory. Nothing is in a small shop that hasn’t been considered and/or made by the owner. You are purchasing something with a tangible, purposeful energy and the recipient is bound to notice. A thoughtfully made gift has meaning and purpose. It tells a true story about craftsmanship, sustainability, and care. Be it a hand-poured seasonal candle, seasonally baked goods, or art work from a local artist, gifts like these usually lead to connection, not clutter.
Economy is not the only thing to benefit from shopping locally this holiday season. As a local consumer you are also helping to preserve craft, arts, and culture. Behind many small businesses there is an artisan – a creative maker or craftsperson who is an expert in their trade. Small business owners are often keeping traditions alive by producing their goods and inventory with their hands -or at least via a very hands-on process, devoid of heavy-duty machinery. Another consideration is that different ethnicities in your community often share their culturally-based arts, crafts, trades, and skills via local businesses -be it as the owners themselves or having their products carried in and showcased in a shop. According to the United States Census Bureau, 12.7 million non-employer businesses and 1.3 million employee businesses are women-owned, and 385,119 employer firms in the United States are owned by minority women. When you buy local, you are helping preserve creativity, equal-opportunities, artistry, and heritage—things that can’t be mass-produced in a factory.
The result of shopping local and small this holiday season extends past the logical and ethical -it simply feels good. A study via a buyer behavior report from Arizona State University showed that consumers who made purchases at a local, small business left with a greater sense of community than they did leaving a big box or chain store establishment. They felt increased purpose in their purchase choices and also because they experienced moments of connection with the local shop owners as well as the oft-familiar clientele. More of us are coming around to the importance and benefits of shopping small and local.
A report from IPX 1031 shows that 57% of Americans are willing to pay a bit more to shop locally. Around one in five Americans go out of their way to shop locally each month. Three out of four consumers say they would like to shop locally more often but it can be hard, and sometimes impossible, to do so when budgets and time are tight. Ninety percent of Americans would like to see more locally owned-small businesses in their areas and 60% of people shop more at local stores during the holidays than any other time of year. This is no small show of support as 44% of small business owners report that the holiday season support is at least 38% of their annual sales income -meaning that choosing some businesses for your holiday purchases quite literally keeps them in business.
Here in Massachusetts, we rank 13th in the nation for the most small businesses per 100,000 residents at 10,290 locally owned, small businesses in the state. Forbes magazine published that people in Massachusetts claimed to be willing to spend $150 more a month to go out of their way to support local and small businesses year-round and that increased to $250 during the holiday season. These amounts may seem inconsequential, but combined these financial choices can make or break our local industries.
In spite of the importance of local and small businesses in our communities, it is more difficult now, in some ways, to start and maintain them than ever before. New businesses have a high failure rate with nearly 90% of them closing within the first five years. Funding a new business is also increasingly challenging with the costs or rental spaces, adequate marketing support, and manufacturing and materials being more expensive in the last ten years. Many small business owners are inexperienced in cash flow management and the complexities of hiring and retaining employees.
The Q3 Small Business Index shows that inflation is a top concern for 46% of small businesses and 79% of small businesses are worried about tariff’s and say they would negatively impact, if not shut down, their business. Changes in consumer trends also indicate an ironic shift in consumers being more cautious and conservative in their spending the last two years while also seeking joy and comfort by spending more money on nostalgia and “treasure-hunting” experiences.
Regardless of changes and challenges our local businesses face, the solution is always the same: US. The Consumers. We, alone, have the collective ability to stabilize and boost our local economy and community through our consumer choices. Whether we choose to purchase the majority of our holiday gifts from local or small businesses, or even one or two of them, every decision to stay small and close to home is another “penny in the barrel”. As Peter Drucker said, “The best way to predict the future is to create it.” Let’s make sure the future of our communities is one of equal opportunities, available jobs, and chances to create and use talents to make a living. We may not be able to navigate the choppy waters of a global economy, but we can easily, and collectively, steady the ship locally for those in the community who have taken great personal risks to pour themselves into starting and maintaining their businesses which in turn, do nothing but local good. You may find yourself noticing that holiday spirit shines a little brighter for everyone when you choose local.

Resting on the beautiful, marshy coastline of Kingston Bay and meandering along the Jones River, Kingston Massachusetts is a pocketed-gem of a town with abounding New England charm. Kingston claims a vibrant history shaped by events long before the Pilgrims landed that spans to current-day residents who are fortunate enough to call Kingston, “Home”.
With the new year on the horizon, Kingston will be celebrating its 300th anniversary of being incorporated as its own town instead of being considered the northern precinct of Plymouth. With such a monumental occasion around the corner, the residents of Kingston have long been planning ways to celebrate and commemorate this special town’s past, present, and future. One of the most poignant celebrations for Kingston’s 300th celebration is the launch of Tales of Jones River Village: Kingston’s 300 Years, a six-years-in-the-making collective work of stories and images about the history and current day happenings of the town, contributed by the residents of Kingston.
The effort began in 2019, when a small group of local history enthusiasts decided to compile a fresh, illustrated history of Kingston for the 300th anniversary. They launched Kingston 300, Inc. -a nonprofit that is independent of town government but works alongside town entities such as the Kingston Public Library and the Kingston 300th Committee. “Its goal has been to publish an easily readable account that people will enjoy, while they discover new things about this remarkable community,” says Jim Farrell, the project editor, longtime Kingston resident, and former weekly newspaper publisher.
Three esteemed and longstanding Kingston residents, Jan Guidoboni, Ken Brack, and Thomas Vendetti formed the 501c3 non-profit organization, Kingston 300, Inc. Jan Guidoboni is Kingston’s Town Historian. She also volunteers in the Local History Room at the Kingston Public Library and has authored a number of the articles in the book. Ken Brack is a former newspaper reporter and current author and publisher. He is co-founder of Hope Floats Healing and Wellness Center and part of the Kingston Historical Commission as well as the Kingston 300th Committee. Brack also serves as the project’s Managing Editor. Thomas Vendetti, a retired public-school teacher, is the current archivist at First Parish Church in Kingston. He is also a member of the Kingston Historical Commission and Jones River Village Historical Society.
Additionally, Sia Stewart, the town’s former Library Director, served as the book’s copy editor. Bill Alberti, a longtime Kingston resident, former teacher, musician, and poet also contributed many articles to the book. “Alberti’s poem, ‘Song of the River,’ leads off the content in the book,” adds Farrell. Alongside a collection of stories and accounts compiled by the Kingston 300th Committee, the book is full of beautiful photographs from Kingston’s past and present.
Ed Nute, a Kingston resident and founding member of the South Shore Folk Music Club, was the project photographer. Nute’s photos include shots of the Jones River, Delano’s Wharf and the Reed Building, the luminaries, and close-ups of Kingstonians in daily life. Connie Delano, a Kingston resident, former marine biologist, and web developer, served as the project’s photo editor. Delano carefully evaluated and reviewed the composition of all the images so that they met the standards needed for design. In addition to these efforts, community contributors of photos included Jimmy Powell, David Tewksbury, and David Pepe.
Tales of Jones River Village: Kingston’s 300 Years stories include a mix of modern and historical accounts. “The book begins with stories of the earliest settlers along the Jones River and takes the reader through the centuries to present day. There are stories of families coming to this country and settling in Kingston, articles on how neighborhoods developed, and the sacrifices that our town’s citizens made in war,” explains Farrell. Modern stories recount time spent at the Kingston Drive-In, various businesses and landmarks that are no longer around, and tales of residents, young and old, who helped shape the community over the centuries. “Some have done so through entrepreneurship, some through military efforts, and others through civic and community service. With 372 pages spanning three centuries, there’s literally something for everyone,” says Farrell.
To acquire such a vast array of local history is no small feat. A call was put out through the community seeking people with particular knowledge and stories to share. Farrell recalls, “There were also a number of people who approached us with stories that they wanted to be part of this community effort. Our commemorative book includes articles from more than 150 Kingstonians. Some were conducted as in-person interviews; others were researched, written and submitted to us by email. We sought to be as inclusive as possible in compiling this book, and what makes it different from previous histories is that there are many voices telling the stories, not just one.”
The residents of Kingston certainly answered the call when asked for their input as the biggest challenge of the project was keeping the book’s length reasonable. Farrell notes, “Even at 372 pages -we had originally anticipated about 300 pages, we couldn’t include every story and every photograph that we might have wanted to. We do believe that we have prepared a very comprehensive look at the town’s history, one where Kingston and its people are well represented.”
Once the stories and tales and images were gathered, assembling the project into a cohesive, tangible form was the next endeavor. Marie McConnell, of McConnell Design in Hingham, was the designer for Tales of Jones River Village: Kingston’s 300 Years. The printer was Kirkwood Printing in Wilmington. Such an intensive project and publication also required substantial up-front cost. Farrell explains, “The funds raised through sponsorships, grants, and book sales are expected to cover the costs of producing and printing the book. The directors have a plan in place if there are any additional revenues remaining after all expenses accounted for. Upon dissolution of Kingston 300, Inc., the directors will transfer rights of reproduction, distribution, and display to the Kingston 300th Committee or a similarly named town entity. The directors will convey the copyright to the town, along with any net revenues from book sales, as seed money for a future anniversary celebration.”
After six years of consistent teamwork and collaboration fueled by a mutual passion for a beloved town, Tales of Jones River Village: Kingston’s 300 Years is ready to make its way into the hands of readers. When asked why locals should consider purchasing this collective work, Farrell assures that no matter who you are in Kingston, you will find something on the pages that appeal to you. “It has something for everyone! It’s the most comprehensive book ever put together on this town’s history. Residents can read accounts about and written by their neighbors and friends. With more than 150 contributors, it is truly ‘the people’s book’.”
Farrell continues, “Maybe you’re a history buff who wants to know who served in the Revolution or what life was like here before the highway came through. Maybe you’re more focused on “urban legends” like “Is there really a whale buried under the Stop & Shop parking lot and how did it get there?” Or perhaps you are interested in the stories of the people who have made the town what it is: the politicians, the inventors, the entrepreneurs, and other “movers and shakers” of our community, past and present. Maybe you remember life here when the Dairy Queen, Tassy’s and the Drive-In were popular hangouts. Whatever your interest in the town, there is something for you in this book. It takes the reader through the earliest days of the settlers to modern day. Everyone will come away with a new perspective and knowledge about the town we all call home.”
To purchase a copy of Tales of Jones River Village: Kingston’s 300 Years, visit the Facebook page, Tales of Jones River Village: Kingston’s 300 Years, where there is a link to a secure website. The book is available at a pre-holiday rate of $35. People may also attend these upcoming events to purchase a book:
• Saturday, Nov. 19, 12-3 p.m. First book launch for event for Tales of Jones River Village: Kingston’s 300 Years. Location: The Faunce School, 26 Green St., Kingston.
• Tuesday, Dec. 2, 11:00-11:45 a.m. Location: Kingston Senior Center, 30 Evergreen St., Kingston.
• Thursday, Dec. 4, 5 p.m. Location: Forty Second Brew Co., 77 Summer St., Kingston (in conjunction with the Kingston 300th Committee).