GOLDSBORO, N.C. — As holiday shopping kicks into full swing, small businesses across Downtown Goldsboro are urging neighbors to shop local this Small Business Saturday, highlighting the meaningful impact that local spending has on the community.

For many residents, the shift toward local shopping is becoming a conscious decision. One of them is Shelby Ostendorf, who says her commitment to supporting small businesses began as a personal challenge to step away from online mega-retailers.

“Call it an early New Year’s resolution, but I decided to quit Amazon,” Ostendorf said. What started as a convenience had slowly turned into an “unhealthy and isolating habit,” she explained — countless small purchases that added up, cheaper-quality products, and the feeling of shopping alone behind a screen.

Switching to in-person shopping wasn’t easy at first. But it became transformative.

She found herself more selective about what she purchased. “Faced with leaving the house, I often decided I didn’t need that gizmo or gadget that caught my eye,” she said. And when she did need something, she put in more effort — comparing prices, reading reviews, and searching for locally owned stores.

What she discovered was more rewarding than she expected: unique “mom and pop” shops, friendly faces, handmade goods, and a sense of community no online marketplace could match.

“Shopping in person became less of a burden and more of a joy,” Ostendorf said. “Most importantly, when I buy local, I know my money is supporting my neighbor and our community — not a company in China.”

This Saturday, November 30, Downtown Goldsboro businesses are inviting residents to experience that same joy. Local boutiques, art galleries, furniture shops, bookstores, and specialty retailers will open their doors with holiday sales, incentives, and loyalty rewards.

Shoppers can also make a day of it by visiting downtown restaurants, coffee shops, cocktail bars, and family-friendly activities — from paint studios to escape rooms and arcades.

“Odds are whatever you do, you’ll meet the owner of any small business you wander into,” Ostendorf added. “And you may even discover it’s your friend or neighbor.”

Downtown merchants hope residents will choose local not just for holiday gifts, but to strengthen the community they call home.

This Saturday, choose local. Choose Downtown Goldsboro — and make a difference in your community this Christmas.