As the holiday season approaches, thoughts turn to giving—and there’s no better way to give back to our community than by supporting local businesses. Gustine, Newman, Santa Nella, and Crows Landing are home to hardworking small business owners who not only offer incredible goods and services but also serve as the backbone of the towns.
Constant Contact, a digital marketing and automation platform, issued a special holiday edition of its Small Business Now report. The study evaluates how critical the final three months of the year are to the financial success of small businesses. Constant Contact's study indicates that the holiday season is more vital to small businesses than most shoppers realize. Half of small business owners say holiday sales account for at least 25 percent of their annual revenue, but only one-third of consumers realize the substantial impact their seasonal spending has on these businesses. The stakes are even higher for small businesses in the retail industry, as they are twice as likely to rely on the holiday period for at least 50 percent of their annual revenue.
“Shopping local means I know my money is going back into the town that raised me. It feels good to give back to the people who give so much to our community,’ said Gustine resident Maria Sanchez.
In Gustine, there are plenty of options for finding the perfect gift. The Gustine Traveling Library is a wonderful place to pick up unique children’s gifts like books, crafts, and plush toys that inspire creativity and learning.
For fashion and beauty lovers, MK Boutique and Pat’s House of Beauty offer stylish clothing, accessories, and self-care items that make for thoughtful and personal presents.
If you’re shopping for foodies, gift certificates from Pizza Factory, Perry’s More Than Pizza, Wolfsen’s Meat & Sausage, Pasta 209, and WhichCraft Taproom are excellent choices. These certificates are not just gifts but invitations to enjoy the local flavors and experiences that make Gustine special.
“These small businesses are the heart of our town. If we don’t support them, we risk losing the charm and personal touch that makes Gustine so special,” said shopper James Moreno.
For those looking to encourage relaxation or wellness, consider treating someone to a visit to Mimi’s Nail Spa or a membership to Cali Form Fitness to start the New Year on the right foot.
“The people running these businesses are our neighbors and friends,” said Lisa Vasquez, a frequent shopper to downtown Gustine. “Shopping local is my way of showing them I appreciate all they do for us.”
In Newman, you’ll find even more opportunities to shop local and dine well. For unique gift ideas for the women in your life, visit All Things Cheetah or 1403 POM, where you’ll find beautiful and stylish items perfect for the holidays.
“Local businesses in Newman always step up for fundraisers and events. It’s only right that we support them during the holidays to keep them thriving,” said Emily Flores, a mom of three.
Pioneer Drugstore is another great stop for thoughtful gifts, offering a variety of options that combine practicality with charm.
“I love knowing that every dollar I spend helps my neighbors and keeps our downtown alive. It’s more than shopping—it’s supporting our town,” said longtime Newman resident Carlos Ramirez.
For foodies, Newman is home to incredible restaurants like Pizza Plus, El Campestre, Santi’s Mexican Grill, Mason Jar and Grill, and Good Times, each offering delicious meals and gift certificates that are sure to please.
“When I shop in Newman, I’m treated like family. That personal connection makes all the difference, especially during the holidays,” said John Martinez, a customer at a local eatery.
And for families, Baie’s Play Place is a standout destination. This exciting new business is not only a safe and fun environment for kids to play but also offers memorable experiences for the whole family. Whether you’re purchasing a gift pass or planning a family outing, Baie’s Play Place encourages creativity, laughter, and quality time together, making it a perfect holiday gift idea.
Shopping local is more than just a convenience, it’s an investment in the community. Every dollar spent at a local business helps strengthen the local economy, create jobs, and ensure these businesses can continue to be a vital part of the towns. And for small businesses like the ones on the Westside, holidays are key times because growing and thriving can be a real challenge. According to SCORE, a nonprofit resource partner of the U.S. Small Business Administration, small businesses in rural areas grow at a slower rate than large businesses and face greater challenges to succeed.
Rural small business employment grew by 1% between 2012 and 2019, while rural large business employment grew by 13% over the same time period, according to the SBA. In addition, rural entrepreneurs are more likely than non-rural entrepreneurs to be impacted by higher costs of doing business, according to a SCORE survey. To bridge these gaps, SCORE offers rural entrepreneurs access to free, personalized guidance from small business mentors across the country who are experts in various industries and business strategies, including the unique challenges faced by those in rural communities.
Kat Johnson explains why she turned to SCORE for help with her salad-centric farm in Check, Va.: “Making decisions in isolation is really intimidating, especially in a situation where I don't know what is 'normal' or what to expect before I experience it. My SCORE mentor is interested in seeing me reach my goals, do my best and anticipate the next phase of business life that is ahead of me.”
Alongside mentoring, SCORE also offers a variety of resources specifically designed for small businesses. From online workshops and courses to helpful articles and templates, SCORE provides entrepreneurs with the knowledge and tools they need to develop their businesses and reach their full potential.
"Rural entrepreneurs have a longer-term outlook, with many influenced by the weather and the growth cycles of crops and animals,” said SCORE mentor Kurt Hulliger. “They are entrusted with improving the land to guarantee healthful products for their customers. I enjoy working over years with my clients and developing friendships that last."
These are the same businesses that support local schools, sponsor youth sports teams, donate to fundraisers, and help bring local events to life. This holiday season, residents have the opportunity to return the favor by supporting them.
