Walking down the high street always feels different during the festive season. Families rushing up and down searching for the perfect presents, toddlers dragging their feet behind as their pushchairs are full to the brim with shopping bags aplenty. Couples window-shopping hand-in-hand, and hinting, "oh, that would be a lovely gift for someone special," and keeping those fingers and toes crossed that the other half will get the subliminal message.
But this year, it feels particularly different. It feels significantly emptier.
With heating bills rising and the cost-of-living crisis in full swing, everyone is feeling the strain. Perhaps no one as much as those running independent businesses.
Sarah Coles owns Balm Jewellery in The Forest of Dean and creates almost everything she sells, curating the rest of the stock with her artisan eye.
From scented candles and wax melts, to handmade jewellery made with locally sourced metals, her loyal customers always leave happy with a bespoke piece to take home.
After surviving a global pandemic, Sarah learned to adapt her business to everchanging customer habits - introducing free home deliveries and an online ordering system. But the cost-of-living crisis has brought another layer of potential problems.
"The oils I use for my candles have gone up [in price by] 50%. But I'm not going to put my prices up, I'm pretty much taking the hit on my profits." When asked why she stressed that, "so many people make candles now, I'm trying to keep customers and keep up with the competition."
It's all well and good creating beautiful things to sell, but what about getting people to buy them. "I would say that we've actually got more customers, but [they are] spending less." Sarah said. "The crisis has probably actually made people more likely to shop locally, because they don't want to have to spend money travelling far, or on eating out."
Christmas is a great time for small businesses to try out new products and Balm is taking the opportunity, "our biggest seller has been a brand new product. Soy wax air fresheners but Christmas scented, people seem to love them. They can go in your car, or you can even hang them on the tree. And they're all natural."
"Metal supply costs always go sky high when there's any kind of economic crisis, so that's caused big issues for the jewellery part of my business."
Despite all the challenges Balm faces, Sarah isn't worried about the business surviving. "I've got so many loyal customers and people are always bringing in beads and old jewellery that they may just want to get rid of, but that I can go on to sell or create products with."
She's positive about the future, but urges people to keep buying local, especially across the festive season. "Basically if you don't shop local this Christmas, there's a good chance that shop won't be there next year. Once they've paid all their bills, and landlords are putting rent up to cover their costs, supply costs are soaring, there just won't be room for small businesses to carry on. It just won't be worth it."
If you need support this Christmas through the cost-of-living crisis there is help available through the government website or for mental health advice over the festive period the charity Mind have an information line at 03000 123 3393.
Would you consider shopping locally this Christmas?
0%Definitely!
0%Maybe
0%I can't really afford to
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