3 Reasons to Shop Small in Amazon’s Store This Holiday Season

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When you’re feeling uninspired during gift-giving season, it can be tempting to default to old standbys (yet another pair of pajamas) or impersonal convenience-store-variety gift cards. But here’s a little tip — and perhaps, a sigh of relief: You don’t have to scour the far corners of the internet or hit up every boutique within a 50-mile radius to find unique and thoughtful presents. Amazon’s Support Small Storefront will blow your mind (but not your bank account) with its wide variety of out-of-the-box finds. What’s more, you can conquer your list like a holiday hero without having to leave the house. Here are just a few reasons why buying small on Amazon can yield the best gifts of all, plus 25 of our favorite finds for everyone on your list.

You Can Find Pretty Much Any Gift With Ease

Sixty percent of sales in Amazon’s store are from independent sellers, most of them small- and medium-size businesses. There’s a vast assortment to choose from, including products handmade by artisans. For shopping convenience, you can search curated selections on the retailer’s Small Business Gift Guide or use the Small Business Search filter. And if it’s deals you’re after, you can find the latest discounts on small business products here.

You Can Support Entrepreneurs From Various Backgrounds

Businesses owned by minorities and underserved communities are well-represented here. Shop by category to discover items from women-, military family-, Black-, Hispanic-, LGBTQIA- and AAPI-owned brands and help sustain their growth.

You’ll Contribute to the Creation of Economic Opportunities

The small businesses selling and thriving in Amazon’s store are at the heart of their local communities, fueling economic opportunities nationwide.

Reverse Seam Crew Neck Lounge Set With Bracelet Sleeve

This marshmallow-y lounge set is a comfort-seeker’s dream. It delivers all the warm-and-cozies on contact, thanks to fabric that not only is incredibly soft, but also regulates body temperature and wicks perspiration. The story behind the family-owned brand will warm your heart, too: Co-founder Dennis Murphy designed the fabric to help comfort his wife, who was battling leukemia.

Sleep Mask Box Set

If just a sliver of light is enough to keep them awake until the wee hours, this mask set will save the day…well, night. It comes with a lavender-filled silk pillow and a cooling gel mask to soothe tired eyes.

Cold Processed Anti-Frizz Leave-In Conditioner

Anyone battling frizz, heat or chemical damage is sure to get use out of a leave-in conditioner that helps restore strands back to life. From the company founded by celebrity hairstylist Helen Reavy, the vegan and cruelty-free cream is infused with a blend of nourishing ingredients like squalane and meadowfoam-seed oil, leaving hair soft and shiny without weighing it down.

Jigsaw Puzzle for Adults

JIGGY’s puzzles feature works by emerging female artists from around the world, with a percentage of sales going directly to them. This one is a collaboration with Jamea Richmond-Edwards, an interdisciplinary artist. Should your giftee want to save their work, each puzzle comes with its own glue for eternal preservation.

Mulberry-Silk Scrunchies

Perfect stocking stuffers, these scrunchies are crafted from 100% mulberry silk, which not only gives a ponytail or bun a luxe touch, but can help reduce friction that can lead to frizz, breakage and hair loss. Brand founder Danielle Jackson, a beauty writer turned entrepreneur, donates 10 percent of all proceeds to charities that serve chemotherapy patients and women in need.

Face Care Collection

Designed for any dude who wants to put his best face forward, this set of skincare essentials consists of a face wash, scrub and lotion that provide blemish control and lightweight hydration. The mission of the Black-owned business is as worthwhile as its products: The Scotch Porter Impact Fund has donated more than $320,000 to support nearly 69,000 men in need.

Family Edition Card Game

Shake things up at the next holiday get-together by gifting a game that breaks the ice, along with preconceived notions about your relatives, by posing 150 pressing questions such as “If our family had a show, what would it be called?” Expect some major laughs and aha moments as you play, and make meaningful connections with unexpected family members along the way.

Raw Wildflower + Blueberry Honey Gift Set

Instead of buying them more tea, help sweeten their favorite hot beverage. This honey is not only produced right on the owners’ New Jersey farm, but it was made to meet the nutritional needs of their two children — the eponymous Zach and Zoe.

Warm + Cozy Candle

A candle that conjures instant curling-up vibes, with aromatic notes of orange, cinnamon, clove, vetiver and pine, is a good way to go for someone you don’t know well outside the office. The woman-owned business that makes it by hand from soy wax started in the founder’s basement in 2014.

Paw Balm

As a thank-you for all the kisses, cuddles and unconditional love, your pet deserves a little pampering in return — so give them this lick-safe balm that eases cracked and chapped paws and noses. Made from natural ingredients, the soothing salve was conceived when the founder discovered the therapeutic benefits of spa time for her dog Luna, who had a bone disorder. The Hispanic-owned business also puts a portion of its proceeds toward pet-food donations for shelters in need.

Easy Peasy Beginner Bundle Crochet Kit

This complete crochet kit for beginners comes with everything they need to craft cute little animals like a pro. The AAPI-owned brand aims to provide novices with an easy way to learn crochet, and prove once and for all it’s never too late to learn something new.

3-in-1 Eye Massage Wand

Powered with all the hottest tech — red LED, hypersonic infusion and thermal therapy — this portable tool is designed to minimize the appearance of wrinkles and dark circles, improve skin elasticity and support blood flow for a radiant glow. It’s basically a spa service in the palm of their hand.

Premium Sparkling Soda Citrus Variety Pack

Instead of bringing an expected bubbly, treat their taste buds to gourmet sparkling soda that’s free of artificial preservatives, colors and flavors. They’re great in cocktails or on their own as a refreshing non-alcoholic drink.

Cucumber Aloe Margarita Cocktail & Mocktail Mix

Infused with vitamins and electrolytes and with no artificial ingredients, flavors or colors, this blend is nothing like the grocery-store margarita mix that’s been collecting dust in their pantry. The LGBTQIA-owned brand was created by founders who sought to create better-tasting, better-for-you cocktails and mocktails. We’ll drink to that.

Radiance Wash

Help them keep their new diamond sparkling with this jewelry cleaner from family-owned brand Shinery. It’s made from plant-derived surfactants, is safe on all metals and gemstones and even helps soften and moisturize hands (they don’t need to take the ring off to wash it!).

French Tart Baking Set

All the tools they need to prepare pastries worthy of a patisserie can be found within this beginner kit. The female home chefs behind the brand created it to help simplify culinary techniques without sacrificing delicious results.

Blow Dryer Brush

If showing up well-coiffed (even on weekends) is their MO, this brush dryer is the gift to get. It features an oval-shaped titanium barrel that allows users to get close to the root for more lift, tug-resistant bristles for knot-free styling and three settings (high, low and cool) so they can customize their blowout.

Grillmaster Seasoning Kit

CEO and co-founder Tracey Richardson mixes up all the bold flavors of these spices from her own family recipes and coastal Southern influences. With these on hand, the chef on your list can feel confident that no one will leave their cookout hungry.

LESA Write and Wipe Activity

This AAPI-owned “edutainment” business was founded by a mom looking for creative ways to provide meaningful screen-free time for kids in the midst of the pandemic. From that origin came this wipeable workbook filled with fun learning games.

At Home Pedicure Kit

Footnanny, founded by celebrity pedicurist Gloria L. Williams, has made an appearance on Oprah’s Favorite Things list 10 years in a row. This year’s pampering selection contains everything they need to revive dry, callused and tired feet, including eucalyptus soaking salts and a protein cream.

Olive-Oil Gift Set

Made in Calabria and co-founded by a third-generation producer, this olive-oil duo will take them back to Italy. The set includes two bottles — each with a distinct flavor profile — that can each be used for cooking or as a finishing oil.

Gourmet Coffee Sampler

The friend who’s always out entertaining clients and the new mom in your life alike will appreciate this wake-up call in a box. It’s got four sustainably sourced blends and includes tasting notes, roaster profiles and brewing tips to help elevate their mornings and their coffee knowledge.

Coco Learns Spanish Bundle Deal

Created by a mom in Brooklyn, these books help tots learn Spanish through music. The bundle contains three volumes of fun lessons for kids of any age.

PodSkinz Keychain AirPods Case With Carabiner

If they’re often taking calls on the go, this stocking stuffer will help ensure their precious wireless headphones stay intact. The case is designed to provide protection against bumps and scratches, and has a connection port for charging and a carabiner that can attach to their backpack or belt loop.

Compact Weighted Blanket

Help bring some calm into their holiday season with this compact weighted blanket that they can use at home or when they travel. Nodpod is a female-owned business with products that utilize patented deep touch-pressure to help relieve stress and anxiety and to promote deep, restful sleep.

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