It’s that time of year again, a time when flashy gifs, urgency, and sales reign supreme. A time when we inevitably get caught up with all the noise and make impulse purchases we don’t need that lead to more waste for our planet.

But what if this year could be different? What if we could take a more mindful approach to the sales season and think before we buy, support brands who need it, and give thought to each and every purchase we make? The pandemic has threatened small businesses and bookstores across the country, with Black-owned businesses struggling as much as 4x as much according to the 15 Percent Pledge. So often we forget that shopping isn’t just the exchange of money for goods; it’s exercising our purchasing power and supporting the people who make and sell those goods.

So let’s make a promise to one another to support our communities. Let’s shop small, shop early, and shop thoughtfully this season. Those gifts and purchases will mean so much more.