It’s beginning to look like the holidays. Snow has fallen, lights string homes and streets, and families are beginning to gather in celebration. Some go all out, purchasing decorations, food and gifts for their loved ones. But through the glam, it can be easy to miss that the “most wonderful time of the year” can be difficult for some. 

One-third of Americans are entering into the 2024 holiday season with at least $5,000 in debt with some wanting to sacrifice family traditions and gift buying altogether, according to a study by Qualtrics.

Currently, some of the economic issues Utah faces are inflation, which has led to high housing prices — Utah now ranks sixth for the highest average home cost in the US — and a “softening labor market,” which has seen a slight increase in unemployment which peaked at 3.3% in August.

Anna Thomas is a junior at U where she is majoring in marketing and minoring in psychology. Thomas works at Amy Boutique located in Holladay, Utah, where the holidays are often busy with sales, the shipment of goods being sold, and gift wrapping. 

“It’s important to shop small to show support for business owners who work so hard to create something great for the community,” Thomas said. “Especially during the holiday season, which is when many companies make the bulk of their revenue for the year, shopping small is a huge thing for consumers to do to help local small businesses operate and stay open.”

Thomas believes that small businesses enrich communities around them and create valuable communities within customer populations through the gifts they buy and the customer service they receive. However, Thomas has noticed some differences in regard to the amount of gift buyers turning to small retail this season. 

“This year, so far, at least at Amy Boutique, I’ve noticed an influx of customers. Several of my coworkers have commented on the fact that it’s been busier than usual this holiday season. However, I have worked in other small business boutiques: Piper & Scoot and Hope Ave,” she said. “In those businesses and many others, there’s been a decline of sales, as more and more people turn to cheap fast fashion like SHEIN or Amazon.”

Due to issues like inflation, unemployment, or others that are affecting communities in Utah and across the country, cheap alternative solutions to gift or other holiday buying are a growing trend. It can be easy to find different dupes for name-brand toys, clothing, or other things found in boutiques or other small businesses. Thomas continued to emphasize how this shift from quality, in-person products to cheap, online shopping threatens the ‘in-person retail’ many businesses rely on. 

Olivia Hathaway, a junior at Salt Lake Community College studying interior design, said she noticed the benefits of shopping in person or at small businesses in the local economy. 

“Shopping small during the holiday season is crucial because it supports local businesses, helps boost the local economy and fosters a sense of community,” Hathaway said. 

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