Editorial note: This article was first published in 2019 and substantially refreshed in 2025. The Patisserie Valerie collaboration mentioned below belongs to 2019; broader comments about small-business pressures are opinion, not an economic data report.
Every Christmas we are told to support small businesses. I run one, so you might expect me to nod vigorously and demand moral superiority with every order. I do not.
1. The “Happy Dance” Is A Metaphor
Orders matter enormously to a small business, but the social-media idea that every sale causes a literal jig is mostly branding. Behind an order are production schedules, wages, ingredients, delivery routes, customer service and a lot of spreadsheets. The useful point is simply that individual orders are visible and meaningful to a small team.
2. Small Is Not Automatically Virtuous
Big businesses employ people too. Small businesses can give bad service and large businesses can give excellent service. “Shop small” should not be a moral hierarchy. Buy from a business because you value what it makes and how it treats you.
3. High Streets Need More Than December Guilt
A couple of festive purchases cannot solve structural problems on the high street. What helps is repeat custom, sensible local planning, useful events and businesses offering something people genuinely want.
Back in 2019 we took part in a Patisserie Valerie collaboration and launch event; that historic project is recorded in our archive. It should not be read as a current menu or event.
4. Personal Service Does Not Mean 24/7 Service
A tiny team may know your order personally, but it does not have an infinite customer-service department. Human service can be better precisely because it is human—and humans occasionally sleep.
5. Support Is Not Charity
Small businesses do not need pity purchases. The healthiest relationship is simple: make something worth buying, charge enough to keep making it, and hope customers choose it again because they actually liked it.
So yes, support small businesses if you love what they do. Just do not turn the transaction into sainthood.
For current seasonal cakes rather than old collaborations, browse our Christmas cakes.
Love,
Reshmi xoxo
Truth is. Until the last few weeks I have been a die hard small business supporter. And a fool. I have had entirely too many rude small business employees talk to me in a derogatory way or provide crappy customer service. On top of jacked up prices.
The straw that broke my back one week ago was an employee ridiculing my choice of soap as I suffer from being allergic to many soaps with scents and that includes organic. He rudely mentioned. I guess you will bring that back too for a refund. I replied, Skin allergies are nothing to mock and people every day go into shock or hives from such conditions.
And I have been happy with my pure Glycerin soap for 3 months with no complaints. Then I told him would you prefer me to bring back 15 bars of soap that costs me over $2.20 each and just go to Wall Mart and buy the same thing for half that price?
He stated. I just want you to be happy and whatever works for you. I finished off with the reply what works for me is to show some respect to your long time 7 year customers instead of hurling insults in front of other customers/employees causing me embarassment without provocation on my part.I was pissed the hell off. But kept my cool.
Let’s just say. I finally grew up and decided to do Amazon and Wall Mart and quit supporting small business. I got no problem saving money for other stuff and at least Wall Mart treat me with some dignity.
Sending out memes telling me to “support local business” will get you unfriended from my facebook page every single time. Where I choose to spend my money, is my business.
I have experienced too many small business owners who are rude. This was after they begged for business. After all, small business owners don’t have to answer to a corporate office. Yeah, I totally get it’s your business and you’re independent and don’t have to answer to anyone. But you won’t be getting my money. I’d rather shop at Wal Mart or Target — and to be honest, they have almost everything I need.
Wow! Someone finally agrees with me. A “Mom & Pop no less. You are right on point about virtue signaling. Everyone of course wants small businesses to be successful just not too successful. Walmart is a successful Mom & Pop. Don’t say otherwise because they are. Should they have sopped at 3 stores?; Ten stores?; 100 stores?. And who was to tell them how many stores was enough? The government? No, you & I decided how many stores they should have. The Free Market.
I literally thought this was satire.
I appreciate your perspective. I never thought of the buy small campaign from this angle. It definitely is valid. I may do a happy jig for just a moment when I get an order, then massive anxiety takes over until I hear back from the customer, because I have a product to deliver and expectations (the buyers, sure. but moreso my own incredibly high ones) to meet. And worries – the worries – of what might happen that’s totally out of my control, but could reflect badly on me and my lil “brand”. All said – you summed it up perfectly!