Small Business, Big Price
By Chelsea Lu Nov. 4, 2026
A handmade candle, a ribbon-tied jewelry box wrapped in tissue paper, a cake complete with painstakingly
piped roses and a handwritten thank-you note: small businesses have mastered the art of making ordinary purchases feel whimsical and personal. With marketing and social media, creators can now turn their crafts into carefully curated storefronts, turning shopping small into as much an experience as a transaction. But as consumers focus more on pricing and product origin, this experience has come under scrutiny and backlash.
Small businesses are loosely defined by the U.S. Small Business Administration (SBA) as independently owned and operated enterprises that are not dominant in their field. Known for unique, high-quality craftsmanship, these establishments have anchored the American economy since the colonial era. Today, the SBA reports that they make up 99.9% of all businesses, though most are often overshadowed by mega corporations.
“I don't intentionally try to shop at small businesses as I feel they are not always the most convenient or accessible, but I still try to when I can because the atmosphere tends to be so much more welcoming than larger stores, and there is a sense of fulfillment since I am supporting my community, ” Junior Ava Williams said.
Through ads and the right algorithm, however, social media can play a large role in bringing these
microenterprises recognition. Combined with a general increase in public goodwill and the desire to bolster local economies, small businesses have seen a recent boom in popularity. Data from Nerdwallet states that 23% of Americans are spending more money at small businesses this year compared to 2025. However, this support comes with a cost; since small businesses lack the scale to purchase, manufacture and ship in bulk, they cannot lower per-unit costs, forcing them to charge considerably more than large retailers in order to turn a profit.
In an economy wary of inflation, these high prices are sometimes hard to justify. The same Nerdwallet study found that 18% of customers avoid small businesses due to the steeper expense. While The Conversation notes that the higher quality, greater perceived effort and scarcity from small business products justify the price for many, shoppers frequently question buying locally when similar wholesale items cost less.
“The most convincing justification for when businesses hike their prices is to offset increased tariffs or operational costs. Although it is frustrating, I understand that companies have no control over high taxes,” Senior Skylar Chu said.
The discourse intensified after a key justification for higher prices—scarcity—came under threat. In February of 2025, Walmart introduced Lambeth cakes, a Victorian-style pastry with ornate piping traditionally exclusive to small-business owners. While local custom cakes cost upwards of $100, Walmart’s version sold for just $25. This stark difference in pricing elicited much praise for the Walmart cakes’ affordability, with supporters grateful for the option of a cheaper celebratory cake. Massive criticism also ensued; home bakers voiced concerns on how undercutting—the act of selling goods for a much lower price than competitors—prioritized mass production over craftsmanship, and how the low price was only made possible by compromising ingredient quality.
Furthermore, some buyers remain wary of small businesses due to the possibility of dropshipping—the practice of employing a third-party supplier to make and ship the product directly to the buyer. While popular due to its potential for hands-off profit, issues like bad quality, extended shipping times and selling cheap goods at inflated prices often raise concerns over scams and deceptive pricing.
As consumers weigh affordability against craftsmanship and authenticity, the debate over shopping small raises broader questions on pricing, production and transparency in an increasingly consumer-driven economy.
About the Contributors
Chelsea Lu
Entertainment and Feature School Editor
Chelsea Lu is a junior at Leland High School and the Entertainment and Feature School page editor. When not working on her page, Chelsea can be found baking, hanging out with friends, and painting.
Janelle Yang
Artist
Janelle Yang is a sophomore at Leland High School and is one of the artists for The Charger Account. In her free time she enjoys chatting with friends, listening to various types of music genres, or practicing different art styles to help improve her future pieces.
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