20 of Our Favorite Small Businesses to Shop on Small Business Saturday… and All Holiday Season

published Nov 28, 2020
We independently select these products—if you buy from one of our links, we may earn a commission. All prices were accurate at the time of publishing.
Post Image
Credit: Trinette Reed/Stocksy

The holiday season is now officially underway, and the busier it gets, the harder it will be to find the time to search for that perfect gift. It’s not too late yet, though! If you have an hour or so today to truly scout something special and unique for each of the people on your shopping list, I invite you to start with (and come back to!) these 20 small businesses.

Buying from smaller brands—and particularly BIPOC-owned businesses—is not only good for the economy, but it also helps some of the folks that have been the hardest hit due to COVID-19 shutdowns. Moreover, many of the companies on this list also work with independent designers, makers, and craftspeople, so your dollars are doing double-good. Start checking these stores out now; many of them are featuring Black Friday, Cyber Monday, and Small Business Saturday (today!) deals. You might just find something nice for yourself, too, and after a year like this, you deserve it.

Looking for more great deals? Check out our complete Black Friday sale coverage here.

Credit: Coming Soon

1. Coming Soon

For lovers of kitsch, vintage furniture, and unique objects galore, check out Coming Soon, Helena Barquet and Fabiana Faria’s Lower East Side brick and mortar shop with impeccable curation and a strong catalog of online offerings from indie brands like Cold Picnic, Dusen Dusen, and Anna Karlin Studios. The textiles and glassware are standouts, especially these colorful tumblers from Ichendorf Milano. Take advantage of CS’s super cute gift wrap, which in the past has been hot pink and white—and very Instagrammable.

Buy: Poseidon Tumblers, $10.00 from Coming Soon

Credit: Revival Rugs

2. Revival Rugs

This purveyor of vintage rugs just released their first collection of tabletop and glassware yesterday. They’ve also recently expanded their offerings to include furniture and even throw blankets made in collaboration with North Carolina artist K’era Morgan of k-apostrophe. Don’t forget the nice assortment of kilim pillows either—they make great gifts if you know someone’s bedroom or living room color scheme.

Buy: Chrysanthi Pillow, $49.00 $39.20 at Revival Rugs

Credit: Areaware

3. Areaware

If quirk is your love language, then Areaware’s the place for you. Browse everything from puzzles to stacked planters and even fun candles and cute trash cans—yes, they exist!—from this Brooklyn- and Ohio-based brand. Areaware works with independent designers to create their own catalog of products, so you can be sure that your purchase provides double support to small businesses around the country and world.

Buy: Stacking Planter, starts at $72.00 from Areaware

Credit: East Fork

4. East Fork

Drop everything you’re doing now and virtually head over to North Carolina-based small batch pottery company East Fork because they’re offering 20 percent off all seconds orders for Black Friday and Cyber Monday. I’m pretty obsessed with their mugs and have been slowly collecting other pieces of their bespoke pottery in a variety of earthy colored glazes. Don’t sleep on their partner brand assortment though, either. The site showcases and sells a variety of goods from other small makers across a number of categories, from dining and tabletop to kitchen and pantry.

Buy: The Mug, $38.00 from East Fork

Credit: St. Frank

5. St. Frank

Christina Bryant founded ethically-sourced, artisan-made decor brand St. Frank back in 2013 and over the past seven years, it has expanded into so many different categories for the home. One of the latest launches has been luxe duvets, sheet sets, and other bedding essentials. If you’re a firm believer that life is better when you’re sleeping on pretty patterned sheets, one of these sets might be the gift you should give to yourself this holiday. St. Frank’s Black Friday sale offerings include pieces across several of their categories and will be discounted up to 25 percent until Nov. 30.

Buy: Light Star Muong Sheet Set, $395.00 for Queen

Credit: Yowie

6. Yowie

Think of Philidelphia-based shop Yowie as a place for all things colorful and joyful. Founder Shannon Maldonado also offers interior design consulting on the side of shop keeping. If Yowie’s collection of fun wares, including these bright colorblock candles, are any indicator, you’ll be signing up for a happy home indeed.

Buy: Colorblock Candle Set, $34.00 from Yowie

Credit: Minna

7. Minna

MINNA, the ethically-made home decor brand rooted in traditional craft techniques, has long been my go-to when I’m looking for truly stunning table linens. This year though, I’m eyeing this abstract throw, and if you’re looking to refresh rugs or even pillows this holiday season—for yourself or otherwise—have a look here, too. This web store is full of gems.

Buy: Abstract Throw Indigo, $365.00 $310.25 from Minna

Credit: Baggu

8. Baggu

This brand got their big break with foldable reusable totes, and I never leave home without one. Lately though, I’ve been all about their puffy collection, including this laptop sleeve. A computer case that can also double as a pillow when travel becomes a thing again? Well, that’s priceless. The patterns and colorways this season are on point, too, and I’ll definitely be ordering these new wine bags for easy gift wrapping—especially since everything is 25 percent off this weekend.

Buy: 13″ Puffy Laptop Sleeve, $28.00 $21.00 from Baggu

Credit: Mirth


Founded in 2016 by sisters Katie McClure and Erin Breen, MIRTH is all about effortless everything, from dressing to entertaining. Just in time for the holidays comes their first tabletop textile line, which includes jaunty floral cocktail napkins, dinner napkins, and placements. Ethically hand-blocked in India, these pieces will brighten up your table all year long.

Buy: Dinner Napkins in Juniper, $84.00 $58.80 for a Set of 4 from Mirth

Credit: 54 Kibo

10. 54Kibo

If you want something truly special for your home or as a gift, start your search at Brooklyn-based 54Kibo. You can find all sorts of contemporary African home decor products and furniture here, all curated by founder and CEO Nana Quagraine and her small team of buyers. How stunning would this woven mirror look hanging over a console? I’m sold.

Buy: Woven Mirror Artwork, $275.00 from 54Kibo

Credit: Hem

11. Hem

Does the phrase “small batch Scandinavian style” speak to you? Yes? Then put Hem on your short list of places to search for decor and design gifts this holiday season. Based in Sweden, Hem prides itself on being an independent design brand and platform for other independent designers. Collaborating with big names in design like Faye Toogood as well as emerging talents, this website is a one-stop shop for cutting edge, sustainable designs for the home. I mean, does storage get any cooler than this ripple coat hanger?

Credit: Rigby

12. Rigby Home

Female-founded tabletop brand Rigby Home has perfected the art of elevated basics. Think soft, subtle glazes, simple but pretty shapes, and solid construction, with everything made in Portugal in a factory that’s been creating dishware for decades. Rigby recently released new serving pieces, including this serving bowl as well as flatware and a new stack of mini bowls. Go ahead and treat your table; any one of these items will make your meals feel a little more formal and fancy… but in a good way.

Buy: Serving Bowl, $56.00 $45.00 from Rigby Home

Credit: Ettitude

13. Ettitude

In terms of sustainability and comfort, organic bamboo really is a wonder material, and that’s what Ettitude, a small bedding and lifestyle brand founded by Phoebe Yu, has built their business around. Shop for silky cool bamboo sheets and stock up on these eye masks, which make great self-care stocking stuffers.

Buy: Bamboo Lyocell Eye Mask, $18.00 $14.40 from Ettitude

Credit: Sabai

14. Sabai Design

Small furniture maker Sabai is offering $100 off their Essential Sofa and Essential Sectional with the code SHOPSMALL100. The sale runs from Nov. 27 at 12 a.m. to Dec. 1 at 12 a.m. Think of how much more you’ll enjoy the holidays at home when you upgrade your sofa situation.

Buy: Essential Sectional, $1,395.00 $1,295.00 from Sabai Design

Credit: Graf Lantz

15. Graf Lantz

Practically every product from Graf Lantz proves that felt can be a super stylish material for home decor. I’m loving this gray wine carrier in particular. Even if you don’t have a place to really carry your wine to right now (beyond the dinning table or your living room), the luxe leather detailing still makes for a nice looking pour. Order it and anything else you’re lusting after now; their Black Friday sale is 30 percent off site wide with the code THANKS30 and runs from Nov. 23 to Dec. 1.

Buy: Solo Wine Carrier Felt, $88.00 $61.60 from Graf Lantz

Credit: W&P Design

16. W&P Design

Win the holidays—and support a small business in the process—with any of the nifty gifties that W&P Design is known for, from their cocktail kits to their pretty lunch bowls. Everything is 25 percent off site-wide, no code necessary, until Nov. 30.

Buy: Porter Bowl, $25.00 $18.75 from W&P

Credit: Wild One

17. Wild One

The problem of finding pretty pet stuff is a thing of the past, thanks to small business, Wild One, which focuses on all things Fido. From now until Nov. 29, everything available on site is 25 percent off, including the cute dog toy kit pictured in the foreground of this photo. Snacks, leashes, bowls, and beds are discounted, too.

Buy: Toy Kit, $64.00 $58.00 from Wild One

Credit: Linoto

18. Linoto

You know you’ve been wanting linen sheets forever now. This is the time to bite the bullet and support a small business in the process. Linoto has consistently performed in all of our staff tests, and there’s a color for literally everyone available in their range. Check out the rest of their offerings, too. You just might be surprised by how much you’ve been missing linen in your (home) life.

Buy: 100 Percent Linen Sheets, $349.00 for Queen from Linoto

Credit: Goldune

19. Goldune

Terrazzo for the table? Now, that’s a trend I can get behind! You’ll find these stylish placemats and so much more from this sustainability-minded retailer founded by Azora Zoe Paknad. The site has a tiered structure this year for its Black Friday deals: orders <$100  get free shipping, no code necessary;  $10 off $100+ with code ISHOPPEDSMALL;  $25 off $250+ with code RAINBOW; and $50 off $350+ with code YOURETHEBEST.

Buy: Sand Terrazzo Capsule Placemat, $32.00 from Goldune

Credit: Rayo and Honey

20. Rayo and Honey

A perennial Apartment Therapy House Tour favorite, these canvas pennants from Rayo & Honey have the best positive affirmations and sayings on them. Check out the rest of Brooklyn-based Roachelle’s inspirational wares and note that Dec. 1 is the last day to order for Christmas arrival.

Buy: You Got This Pennant, $75.00 from Rayo & Honey