Keeping the Holiday Magic Close to Home
Why shopping small matters during the holidays
The Holidays Just Feel Different Here
Every year when the holidays roll around, I’m reminded just how charming our little corner of the Valley really is. Staunton twinkles with lights, Stuarts Draft feels cozy and familiar, and Waynesboro gets that sweet small town buzz as everyone starts shopping for gifts and planning gatherings.
And honestly, that charm doesn’t come from big stores or overnight shipping. It comes from the small local businesses that give each town its personality, the places where you know the owners, recognize the faces, and feel at home the second you walk in.
How Shopping Local Actually Helps
When you spend $100 at a small local business, around $68 stays right here in the community.
At big chain stores, it’s closer to $14.
Local businesses reinvest nearly half or more of what they earn back into the local economy - supporting local suppliers, services, and employees. It’s called the local multiplier effect, and it basically means: your money stays home.
It’s About People, Not Purchases
One of my favorite things about our area is how many small businesses are run by real families — people juggling kids, late nights, early mornings, hopes, and dreams. These are the people who sponsor little league teams, donate to school fundraisers, and step up when someone in the community needs help.
When you support a small business, you’re supporting a story. A family. A dream.
The Magic of Our Towns
Staunton with its decorated storefronts…
Stuarts Draft with its familiar faces…
Waynesboro with its mix of local makers and hidden gems…
These towns feel special because of the people who pour their hearts into what they do. Shopping small helps keep that magic alive year after year.
Simple Ways to Support Local This Season
Choose a few gifts to buy locally before turning to online shopping
Visit a holiday market (they’re always so fun and festive!)
Share or tag your favorite small businesses on social media
Make a “shop small afternoon” with a friend
Keeping the Holiday Spirit Close to Home
The holidays can feel hectic, but choosing to shop small slows things down in the best way. It turns gift-buying into connection. It keeps our towns vibrant. And it supports the people who make this area feel like home.
Whether you buy one thing locally or ten, it truly matters — and it helps keep Staunton, Stuarts Draft, Waynesboro, and all the little towns around us warm, welcoming, and full of life.