Not so long ago, a small business would think of competition in terms of a new store that opened down the block. Now, competition can be summarized in one word: Amazon.

Think of this common scenario: You walk into a local store and find an interesting book. The small business is selling it at the list price. You think to yourself, “I bet I can get this cheaper.” So, you take out your phone, open the Amazon app, and find the book for $5 less.

What do you do?

Logic (and your bank account) would dictate that you go for the lower price, right? But if you think in terms of spending dollars as a “vote” for a store, what is the cost of voting for Amazon or a chain store versus something that’s independent?

D.C. is already seeing the effects. Looking at a May 2014 list of “D.C.’s 38 Best Independent Boutiques” on the website Racked finds that nine of those stores have since closed. Local businesses are not only fighting online retailers, but are also sweating out rent increases and thinner margins. In the meantime, some larger chain stores—especially high end (Dior! Gucci! Hermès!)—have moved in, giving the illusion of a city bustling with retail.

But the bottom line is that your dollars go back into the local economy when spent at small businesses. A report from the American Independent Business Alliance is unequivocal: “Independent retailers return more than three times as much money per dollar of sales than chain competitors.” That means you can have a direct impact on D.C., your neighbors, and even your block when you shop at non-chain stores.

The not-so-secret news is that shopping local means paying a little more. The local Mom & Pop Shop isn’t buying in bulk. It has to cover the cost of a lease, insurance, products, product loss, employees, maintenance, technology, packaging, and postage. But they still decide to give it a go. They still decide to keep a store running in a market that is attempting, at many turns, to push them out.

Supporting an independent store means competition for big box chains. It means in-depth product knowledge and the possibility that someone will know your name when you walk through the door. It means money will stay in your community. It means that the District won’t turn into one giant shopping mall.

The great news is that D.C.’s independent stores are rocking it this season with amazing gift possibilities. The following is full of enticing gifts from local stores, makers, and artists. This holiday season vote with your dollars. If you’re concerned about your budget, remember it doesn’t have to be all or nothing. Shop local when you can, where you can. Every little bit helps.

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