This year, all retailers have faced a huge strain and pressure due to the pandemic, and small brands have certainly felt the brunt of the restrictions, with cancelled orders, shuttered boutiques and warehouses, and endless challenges with manufacturing and delivery. However, the silver lining has been the outpouring of support for these small but mighty brands. Ever since the first lockdown back in March, there has been a huge push across all sectors for consumers to buy local and buy small, using our spending power to support independent, small businesses. This doesn't just apply to where we buy our bananas and our morning coffee but is something many of us will be considering when embarking on our Christmas shopping this year.
Cathleen Nicol, founder of handbag brand C.Nicol previously said to Who What Wear, "If people in the UK are considering making a purchase for themselves or for a gift for someone and prefer not to visit stores, I would encourage them to seek out UK independent brands that sell online and can deliver directly to them. More established brands are already acting fast and upping their digital strategies and budgets to reach customers, but for some smaller brands without teams and moveable budgets, it isn’t always possible to do this quickly." Luckily if you're unable to head to a shop before Christmas, you can shop plenty of small brands online via sites like Wolf & Badger and Trouva, which stock hundreds of under-the-radar labels and boutiques.
If you want to shop small this Christmas, below you'll find stocking fillers, fashion buys, and homeware gems that are truly unique and will wow anyone you are looking to spoil this December.