Black Friday. The two words alone can send us into a frenzy of panic as we plan our attack, making lists of the stores we need to hit, the deals we need to take advantage of, and the gifts that we need to cross off our lists. On the other hand, we’d probably rather be curled up in cozy blankets, staying away from the fray.

There’s a way to have the best of both worlds - to find gifts for all of your loved ones at a great price, and to remove yourself from the frantic atmosphere of Black Friday.

This year, and every year, we encourage you to shop intentionally through the holiday season.

As a small business ourselves, keeping up with mass retailers is difficult in and of itself. We compete against low prices that are generated through unethical labor practices, mass production, and low wages for workers. Our advertising budgets (if they exist) are far smaller than those companies who have the resources to send out fliers, create ads on social media, film television commercials, and even purchase billboards. On Black Friday, these discrepancies become even more clear, and it’s often a losing battle to try to beat out chain retailers for your holiday patronage.

To set ourselves apart, and to get you away from all the craziness, we’ve decided to make Black Friday an experience, a pleasant escape from a traditionally hectic shopping day. Join us on Black Friday and Small Business Saturday for free gift wrapping services and a complimentary cup of chai while you shop. As a bonus, Lev Apparel, a local ethically-made clothing company, will be hosting a pop up at Dune Gift + Home on Small Business Saturday.

We started Dune for one reason: to create a place where small business owners, artists, and makers could showcase their wares and build a life for themselves while doing what they love. You’ll be able to feel that love and care in Dune on Black Friday and Small Business Saturday. We hope to see you there.

If you want to pass along this message, and share a few ideas with a friend or family member, we have a list of reasons to shop intentionally this Black Friday, and a few tips on how to do just that.

Reasons to shop intentionally this Black Friday

You’ll be supporting a neighbor or friend

Instead of spending your hard earned money (even a holiday bonus, perhaps?) with a big box retailer, choosing to support a local business often means choosing to support someone you know, a community member, a family member, a friend. Small businesses have the benefit of providing a real life connection between your purchase and the man or woman who created the product that’s bringing you joy. You can see the direct impact of your dollar on someone’s life. That purchase is helping them put food on their table for their family, afford a vacation for the first time in years, or invest back in their business, and therefore your community. Here, your money makes a difference, and it doesn’t end up in yet another billionaire’s pocket.

You’re purchasing high-quality items

Though it may seem like Black Friday deals are too good to pass up, discounts are typically placed on items that the retailer can afford to discount. What does that mean? It means that these products were already marked up quite a bit before the sale price, or that they are an item that a store needs to simply get off of their shelves. If the product was marked up drastically, you can bet that it didn’t have a very high wholesale price, and that it wasn’t made with high-quality materials or with high-quality standards. Toys, home goods, and more fall into this category. This year, skip the purchases that may just fall apart (or give you conscious shopper guilt), and support a small business or maker instead.

You’ll buy products that have meaning

Black Friday deals are the same from chain store to chain store. The same electronics, toys, home goods, and more are discounted in each location. It’s no wonder that people end up giving each other the same gifts without trying! For a more personal touch, a vintage or handmade gift from a small business or local artist packs a meaningful punch. One of a kind artworks tell a story, and convey a special message to your loved one. Purchasing a handmade mug or a set of vintage flatware for your friend or family member shows that you spent time looking for the perfect present instead of settling for what was on sale. Shopping intentionally pays dividends for your conscience and for your relationships.

How to shop intentionally on Black Friday

If you’re convinced, and you want to make an effort to shop intentionally this holiday season, we have a few quick tips to keep in mind.

Skip the mall

Though the mall is fun for a minute (who can resist food court snacks after all), it’s not the best place to be on Black Friday - especially if you’re trying to get intentional with your holiday shopping. The mall is the place where the most avid shoppers will gather, ready to wait in long lines for coveted items, and eager to push past you to snag the last deal on the shelf. Not only is it a good idea to stay away from the mess of the mall for your sanity, it’s also a good place to avoid if you want to spend your money in a place where it matters.

Head downtown (in your town!)

Your local city/town/village’s downtown area is likely home to rows of shops with owners that are waiting to meet you. Instead of braving the crowds of people hoping to save a wad of cash on Black Friday, consider making a day of exploring your own town. Popping into shops that you’ve never paid attention to before, stopping for a mug of hot chocolate at a coffee shop owned by your neighbor - these are the ways to shop intentionally, and to make genuine memories with friends and family who shop with you. When it’s not about the percentage off, or the high ticket item that you snagged for far less than face value, you’ll find that the pressure is off and you can actually enjoy the day.

Find makers on social media

If you’d rather stay curled up in bed on Black Friday than bundle up and head to a brick and mortar store, there are plenty of small business owners who will be offering promotions on their websites and through social media. Set aside a bit of time to search through geotags and local hashtags to find business owners who are posting in your area, and explore their website. What products are they offering? What makes them unique compared to mass retailers? Can you relate to their story? After a day when we’ve spent time giving thanks for all that we have, Black Friday is a great opportunity to pay our good fortune forward and support someone who is following their dreams.

Go secondhand shopping

Black Friday doesn’t have to be all about new, new, new. This year, you could start a new tradition of shopping secondhand stores, going thrifting, or venturing into antique shops. Treasures await in these unassuming wonderlands, and you’re sure to find the perfect piece for your loved ones or yourself. Not only will you know that you’re saving money by going secondhand, you’ll know that you’re buying an item that has been cherished through the years and has withstood the test of time. Rummaging through displays of gifts with a history is so much better than racing through the aisles with your cart, trying to grab the last pair of wireless headphones in the store.

As Thanksgiving nears, and Black Friday along with it, we hope that you’ll think about shopping with intention this year. It doesn’t have to mean forgoing the holiday fun, missing out on a great deal, or saving your gift list until the last minute. Shopping intentionally simply means making the most of your day, buying items that have meaning and will last for years, and knowing that your money is going to someone who is living out their dreams - not just running a company from an ivory tower.

Join us this Black Friday and Small Business Saturday at Dune Gift + Home to shop intentionally, and take care of your gift list. There will be free gift wrapping services, complimentary chai, and enough holiday cheer to go around.

Thank you for supporting small businesses. Thank you for supporting us. This year, we’re grateful for you.

Why (and How!) to Shop Intentionally This Black Friday