Cyber Monday is usually dominated by major retailers, but local boutiques say they’re keeping up — not by slashing prices, but by leaning into what makes them different.
Local small business advisor Ethan Clift with America’s Small Business Development Center says national retailers are seeing strong online sales this season, but that doesn’t spell trouble for local shops.
He says shoppers are actually shifting away from mid-market chains and toward unique, local brands. “Consumers would prefer to actually buy local. In a survey, 17% said they prefer big box stores, compared to over 33% who prefer to buy local.”
Clift says the best strategy for small businesses is simple: stand out.
“You will lose if you try to compete on price. But you can win by being distinctive — bundles, gift cards, beautiful wrapping, great service. That is what sets small businesses apart.”
He adds that shoppers understand they may spend a little more at a local shop — and they’re okay with that.
“People know they will pay a little more to shop local. But if you give them value — wrapping, service, or a gift card bonus — they love that experience.”
Boutique owners agree. At NOMA Boutique in Midtown, owner Allison Schultz says this year’s holiday season is already strong. NOMA is offering 20% off, free gifts with some purchases, and a full online shop, allowing customers to browse the same inventory from their phones.
But Schultz says small-business discounts are different from corporate ones.
“Big box stores mark things up just to mark them down. When you shop small, that discount is real. You are actually getting a true deal.”
She says that the real draw is the connection shoppers get when they choose a neighborhood store.
“Shopping small keeps communities unique. We offer community and connection — things you just cannot get from big box stores.”
Clift encourages small businesses to take advantage of the momentum major retailers create this time of year, instead of backing away from it.
He says many shoppers are already in “buying mode,” and small businesses should use that window by emailing loyal customers, offering bundles, or adding small bonuses like gift cards or free gift wrap.
Another advantage? Mobile shopping.
“About 40% of Cyber Monday purchases happen on phones. So if you have an online shop, make sure mobile checkout is seamless. People are already browsing on their phones — make it easy for them to buy local too.”
Clift says the only time he sees small businesses struggle is when they give up or try to copy big-box discounts.
Instead, he recommends leaning into authenticity, customer relationships and the value that only local shops can offer.
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And Schultz agrees — even customers who never step inside NOMA’s Midtown storefront can still support local with a quick tap on their phone.
