Rebel With a Clause

Breaking Away from Corporate Holiday Shopping: Alternatives for a Meaningful Season

It’s that time of year again. Christmas decorations appeared long before the weather showed signs of shifting, eager to encourage consumers to empty their wallets.  The irony is undeniable. A consumption-centered holiday, masked as a celebration of a prophet’s birth, is exploited for profit. This follows a colonial holiday built on disingenuous portrayals of Indigenous camaraderie, white supremacy, and genocide—now reduced to fleeting, single-use gratitude. It’s not a novel observation (IYKYK, but feel free to ask if you don’t).

So how does one reconcile all of this when it is so embedded in our capitalist economy? This consumerist culture has been so ingrained in us, by the age of 2, children can recognize brand logos. As the holiday season ramps up, many are searching for alternatives to supporting major corporations. In this piece, we delve into options beyond shopping on platforms like Amazon. We spoke with several owners of locally owned small businesses to learn more about their shops and hear their perspectives on why buying directly from them makes a difference.

Here are five locally owned, small businesses to help kick-off your holiday shopping.

Bad Kids Club

Location: Downtown (Mammoth Mall)

Self-Described: Vintage, Rags & Trash

Category: Second Hand, Vintage, Multiple Vendor, Sustainable

Nestled in the middle of Mammoth Mall in downtown Fresno, Bad Kids Club may be Fresno’s raddest hidden gem. Owner’s Jewel (she/her) and Fabio (he/him) Linares make the most of their space with 15 different vendors including their own curated collection of vintage threads and things.

“All (vendors) either go out and look for their vintage clothing, some modify it, some people create their own accessories and jewelry, but these are all people who do it as a passion and not for profit. And so the value is going to be shown there,”said Fabio. 

During this holiday season, when people are expected to shop more, shopping vintage and second-hand is a way to do so sustainably.

“I think reassuring people who buy with me that what they're buying is of value, and this stuff isn't ultimately coming from anywhere. It's just getting put back into circulation. There's not a lot going into the landfill in the vintage resale market.”

 Additionally, you are supporting the people who sincerely care about and are putting effort into nurturing communities within Fresno. These are the people uplifting others so that they can be successful in the same space instead of competing with each other to be the best, make the most money, or prove themselves through their greatness.

“I grew up skateboarding at skateparks, and if you're not helping the people around you or cheering them on, giving them tips, the skate park is going to get emptier, and you're not going to have as many friendly faces. And so it's my priority to make sure as many friendly faces still stick around in this community.” Said Fabio.

Many people shop vintage because it is often more affordable, sustainable, better quality, and really just fucking cool. Whatever the reason you buy-in, it is more than any of that in the grand scheme of things. Fabio makes a point that where you shop is a choice that, whether consciously or not, is feeding certain systems.

“You are completely inputting or helping out a certain system. And that system could be the corporate blockchain, and it will most likely be something mass produced and not special versus unique and that money literally stays within your community because that small business owner will most likely support small businesses. And so it circulates.”

So we ask you- which system do you want to feed? The small businesses of those friendly faces that make up our communities or the cardboard boxes with the fake smiles that show up at your front door? 

Holiday Deals

Black Friday 11/29/24

40% off

Small Biz Saturday 11/30/24

$10 Fill A Bag!!

Bad Kids Club Shout Outs: Bad Girls Market, Liebelula, Valley

Bookish

Location: Tower District

Self-Described: Unique, Eclectic & Cozy

Category: Bookstore, New & Used Books

Bookish is located on West Olive in the Tower District. Walking into the bookstore feels like walking into a shop in Hogsmeade Village (without the TERF) as the sun shines through the front door window onto the hardwood planks . Owner Vanessa Garabedian (she/her) and her fiance, the “muscle” and creative director Lorenzo Martinez (he/him), have created a safe space that is multifaceted, cozy, and quaint. All are welcome, including babies (with or without fur). 

At Bookish, you will find mostly affordable used books along with a collection of new (within the last four years). Books are organized by genre and age, including sections for children’s books, local authors, and more.

“We have an eclectic and surreal space. You could really immerse yourself in the crevices that the store has to offer, or in our children's corner that's newly revamped. You could sit down in a cozy chair and really just make yourself comfortable and read a book or bring in your coffee and sip on your coffee while you shop here,” said Garabedian. 

Books are the main attraction covering the walls and halls of the shop, however it might surprise folx that they also carry countless giftable items such as bookmarks, totes, paperweights, page holders, mugs, and more. Even more impressive is that every item is made in house! “There's no outsourcing,” Garabedian said.

Bookish is a community hub as well. It is a safe space for the community, host of book signings, illustration workshops, and vendor fairs, they have a community board, a book club, and a rewards program. The list goes on.

“People tell me that they come in, buy stuff, leave and when they come back they say, ‘Oh, I didn't notice this last time.’ Even though it was already here, they just didn't notice it,” said Garabedian.

It’s like re-reading your favorite book, where each time you visit, you notice something new.

When asked about why it is especially important during the holidays to shop small, Garabedian said,

“By giving your money to a small business by shopping small, especially on holidays, you're not only keeping that business afloat, but you're allowing them to then have disposable income that they didn't have before to then funnel it back into the community.”

This circles back to the idea of feeding certain systems. Would you rather help fund your local small business family or Bezos's next estate?

Holiday Deals

Small Business Saturday, 11.30, 12pm-4pm, Vendor Fair 

Buy 2 Get 1 Free Kids used books

Spend $20 get a free ARC (advanced readers copy) (limited supply)

Holiday Market 12.7, 12pm-5pm, Vendor Fair and Polaroids with Santa

Bookish Shout Outs: Bebe O’s Vintage Boutique, The Pie Mamas, Teazer World Tea Market

Judging by the Cover

Location: The Pop-Up Place in Fresno’s historic Chinatown

Self Described: Brown, Queer & Abolitionist

Category: General Indie Bookstore, New Books, Multiple Vendor

Judging by the Cover is the only locally owned bookstore in Fresno that carries all new books of all age levels. It is curated by owners Ashley Marie Mireles-Guerrero (any pronouns) and Carlos Mireles-Guerrero (he/him) who seek out and include authors who have been disproportionately represented on corporate shelves including LGBTQ+, BIPOC, disabled, neurodivergent, and otherwise historically marginalized communities.

“...our store itself is kind of an act of rebellion (against corporations). The books that you're finding in our store, they're not going to be on the shelves in the Barnes and Noble here. They're going to be harder to find on Amazon unless you know exactly what you're looking for,” said Ashley.

They work with several indie publishers creating what Ashley calls a “two-tiered” system of shopping small. “It's literally shopping small when you're shopping here because it’s not the big guys.” They also carry dozens of local authors and giftable small business goods including candle, pins, stickers, soap, Hella Fresno merch (have you seen their coloring book??), and more. 

Judging by the Cover is one of the first businesses opened as part of the Chinatown revitalization plan. They plan to host community events with the same goal they have when deciding what to include on their shelves- to highlight marginalized communities and “support and uplift Fresno.”

“We want to be a community space where people feel comfortable to come in and hang out, talk to us, not just shop, but also that they know that when they are shopping with us, they're going to find books written by and for people that look like them.”

Additionally, they have a “give a book” program in an effort to make their books more accessible for all.

Holiday Deals

Small Business Saturday Nov. 30th, 11AM-6PM Vendor Fair and $200 CASH raffle (one entry per every $20 spent)

Educator Discount now through Dec. 24th- teacher, librarian, paraeducator, counselor, or school admin receive 15% off with badge

Judging by the Cover Shout Outs: Hella Fresno, Bumble Soap Co., Black Ink Tattoo

Reclaimed Mt. Goods

Location: Business 41, Madera, CA (10 minutes north of Fresno)

Self Described: Inclusive, Warm & Intentional

Category: Unique Finds, Vintage, Second Hand, Clothing, Home Décor, Furniture, Curated

Reclaimed has an eclectic curated collection of sustainably sourced, second-hand goods. Every item in the store has been touched by the owner Lijah (she/her), whose personality and eye for what’s timeless, unique, and cool, is reflected throughout. 

Walking through the doors into the warehouse building, is a vibe. It is immediately evident you are in a special place and that somebody put a lot of thought into the space.

“I think a lot of people who shop feel a big sense of overwhelm, like ‘this is too much. I don't know what I want. I actually forgot why I came here.’” said Lijah. “ But here, I think what makes it unique, what makes it special is the curated aspect and also the diversity in aesthetics…You have things that are antique, and then mid-century and for it to all look good with a certain flow, feng shui, if you will.” 

When asked why it is important to shop locally, especially around the holidays, she made the point that time is a pressure many folx feel during this time.

“Sometimes when they're distracted by the concept of time, they lose sight of what's really important, which is still to be shopping for your loved ones. But rather than shopping with intention, they'll do whatever's quick, the convenient route, and it's just like they forget a small business. ” 

Reclaimed offers a buy/sell/trade program, “It's like Plato's Closet, but better. We might actually buy something from you.” They also host small business workshops, local entrepreneur groups, vendor fairs, and clothing swaps with more plans in the making.

Holiday Deals

Friday Nov. 29th, 9AM-3PM: All pieces upstairs 50% off their ticketed prices. 

Saturday Nov. 30th, 12PM-5PM: All pieces upstairs 50% off their ticketed prices PLUS Outdoor Holiday Vendor Market and Clothing Swap

Reclaimed Mt. Goods Shout Outs:

Holistic Skin Wellness Center, Thee Hair Alchemist, Summoned Clothing

Sour Milk 

Location: Van Ness Village

Self Described: Fun, Weird & Creative 

Category: Unique Finds, Local Art, Multiple Vendor, Curated

Sour Milk is a funky little shop with an eclectic collection of giftable goodies. With several local artists on display, the tone of the items is as diverse as a rainbow, ranging from bright and cutesy on entry to dark and spooky as you descend toward the back. Regardless of your flavor of weird, this is the place to find those one-of-a-kind, “OMG, where did you find this??” items (and ‘Sour Milk’ sounds infinitely cooler than Amazon/Temu/Shein/Insert any big corp. name here).

Co-owners P (she/her) and Ryan (he/him) know the struggle that vendors face, especially starting up, because they have been there. Their empathy and understanding is extended through the space they have created where they “open (their) space to artists to get their foot in the door,” Said P.

“People that have been nervous to bend or their first time bending, we've always opened our doors to those people. Kind of show them the ropes on how to do it. Get a feel for it until they're comfortable. Kind of take 'em under our wing.” 

Supporting their local, small business means supporting the community that comes with it. In addition to carrying art and merchandise from multiple vendors, Sour Milk is a space for locals to host and attend events and shows including open mics, comedy shows, live music, festivals, vendor fairs, and more. 

It is especially important to patronize small businesses during the holidays, the busiest shopping season.

“For small businesses like ours, we rely on the holiday funds because you're doing so much more of your shopping than you do throughout the year. That kind of takes care of our business for at least until the beginning of summer.”

A fruitful holiday season means bills get paid, safety cushions are fluffed, owners have disposable income to put back into the local economy, and we get to keep cherished safe spaces like Sour Milk.

Holiday Deals

Small Business Saturday, Nov. 30th, 10AM-3PM, 20% off most items, vendor fair and food from @el.jabalito 

Free item with purchase

“Big smooch on the forehead if you spend over $100 *with consent, of course.”

Sour Milk’s Shout Outs: Mi Cafesito, Root Access, Tower District Records