‘Buy Local’ and ‘Shop Small’ Aren’t Slogans. They Are Survival

By Cherie Edilson, CEO of Member Marketplace, Inc.

(small.news) — “Buy Local” and “Shop Small” are two of the most common rallying cries during the holiday season, Small Business Saturdays, or whenever we’re reminded to support our neighbors. But for the people behind small businesses, these aren’t just nice ideas. They’re the difference between keeping the doors open or closing them for good.

Three very different small business owners in different parts of the United States—one raising cattle in Nevada, one running a retail shop in Iowa City, and another weaving rugs in Santa Fe—share what it really means to depend on community support.

Preserving a Way of Life in Nevada

For Venturacci Schuler Partners (VSP Beef), ranching is a labor of love that never takes a day off. Mike and Beth Schuler, alongside Mark and Cheryl Venturacci, raise grass-fed and grass-finished Black Angus cattle across South Reno, Gardnerville, and Fallon.

Ranching is a relentless dawn-to-dusk, seven-day-a-week life. “Cattle don’t take holidays, and neither do we,” they explain. Between droughts, rising feed prices, and unpredictable weather, the challenges are constant. Yet, what keeps them going isn’t just grit. It’s community.

“Community support can make the difference between surviving and closing up shop. When neighbors choose our beef, they’re helping us pay our ranch hands, cover the feed bill, and keep the doors open. ‘Buy local’ isn’t a slogan for us—it’s survival.”

For them, loyalty is deeply personal. “There is no greater reward than customer praise for the quality of the meat we produce. Our customers mean the world to us. They’re investing in a way of life right alongside us, and that is incredibly rewarding.”

CIELO: From Handmade Markets to a Downtown Destination

Before opening her storefront, Monica Ferguson was a familiar face at local farmers markets, selling her handmade goods directly to the community. In July 2021, she took the leap into a physical retail shop in Iowa City called CIELO. The pink-and-earthy space is filled with indie artists, curated goods, and her own creations. What began as a handmade hustle has grown into a beautifully designed community hub where local makers and unique products can find a home.

But new pressures are hitting hard. “Tariffs have hurt my business terribly and swiftly. The cost of goods I resell, the shipping, the raw materials… everything has skyrocketed. At CIELO, we work to make our customer experience so great, it’s worth it to pay a little more than the big box stores.”

Her plea, though, is heartfelt and urgent: “Please support local now more than ever. We pour so much love and energy into our community.” That support keeps her dream alive, keeps her and her husband employed, pays the rent, and allows her to bring in new products while supporting other small businesses in the process.

The Hidden Hours Behind Handmade Work

In Santa Fe, Fred Black of Big Sage Artisans weaves rugs on a Rio Grande Walking loom, using 100% Navajo-Churro wool. It’s a process rooted in tradition, but also one few people fully grasp the time and cost behind.

“I recently sold a rug and mentioned to the client that it had taken 120 hours to weave. She was shocked,” Fred recalls. Even a smaller 45” x 45” rug requires about $500 worth of wool before weaving even begins. Add 50 hours of labor, and the piece must be priced around $1,000 just to cover costs.

Fred’s joy comes from connecting with customers who truly value the craft. “I always say there is nothing like rolling out of bed on a chilly morning and having your bare feet hit a Navajo-Churro rug.” Still, even passion and authenticity cannot offset the financial reality.

For him, platforms like Santa Fe Marketplace provide critical visibility. “In spite of Santa Fe being an international hub for fine arts, it is very hard to market handwoven work. With the current economic outlook, small businesses need all the help we can get.”

Beyond the Slogans

These stories show that small businesses are pouring their hearts into work they love, sustained by the joy of seeing customers appreciate and cherish it. But love for their work cannot pay their bills. Every dollar spent at a small business helps them weather unpredictable markets, policy decisions, and economic downturns.

This is where the “crazy enough” and the “reckless enough” converge. These founders must hold steady, often long past the point when most people would fold. Scale, in any form, demands not just vision but the stamina to see it through.

When we choose to “Buy Local” and “Shop Small,” we are not just making a purchase. We are investing in heritage, craftsmanship, and the survival of businesses that keep our communities unique and resilient.

For VSP Beef, CIELO, and Fred Black, and for countless others like them, those two phrases are not marketing campaigns. They are lifelines.

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