Greenwood: Practical tips for small business owners to thrive during the holiday season

During this holiday season, it is important to remember that small businesses are critical to our local economy and culture. A recent study found that small businesses account for 99.8% of Florida businesses and employ 40.5% of Florida employees. I have had the joy of pursuing my passion through my small (but mighty) businesses, Water Bear Photography and Kimber Greenwood Media. I am so grateful for the support I have received from our community. 

Small business owners start their businesses for many reasons: passion, necessity, or, in my case, the transformative power of personal experiences that reshaped my outlook on life. About eight years ago, I was a new mother and suffering from postpartum depression. Anxiety and depression became constant companions, prompting me to make the difficult decision to leave my job so that I could focus on my new baby and my healing. Unfortunately, this only exacerbated my postpartum depression, intensifying feelings of isolation and the heightened anxiety associated with transitioning to a single-income family.

Then, one day, my husband surprised me with an entry-level DSLR camera. Even though I did not know it then, this camera would completely shift the trajectory of my life. I had never shown interest in photography before; however, I fell in love with capturing moments with this camera once I started taking photos. Photography instantly became my way to reconnect with the world around me, my husband, my son, and everything that made me feel a sense of purpose. 

As I started attracting clients and gaining recognition, my role evolved beyond being a photographer; I became a business owner. This transition brought forth numerous new responsibilities, including handling administration, marketing, human resources, and suddenly assuming the CEO role. The learning curve was steep, but my determination allowed me to acquire valuable wisdom through the growth of my business. 

Amid this bustling peak season filled with shopping, gifting, and consumer excitement, I would like to offer fellow business owners a few tips that could positively impact their bottom line:

  • For the community to support your small business, they must first know about that business. I encourage you to post your products and specials on your business’ Instagram or Facebook page to reach members of our community who may not have heard of you. We live in a digital world, and my social media pages were crucial to reaching the community. On my business page, I could interact with clients on a personal level, and clients shared my photos on their pages to support my work. Social media is the new word of mouth, and it travels much faster. Also, if you have the means, consider allocating some funds to boost your social posts to stand out among competitors. 
  • The holiday season is the perfect time for your business to give back to your community. You should not ask the community to invest in your business without investing in your community first. You could host a non-profit fundraiser or contribute supplies to a toy giveaway. Once you invest in your local community, you will be surprised by how community members will rally behind your business when you need it most.
  • Another way small business owners can give back to their community is to shop small themselves. A recent study found that 67 cents of every dollar spent at a small business stays in the local community. Furthermore, another study found that small businesses donate 250% more than larger businesses to local non-profits and community causes. I make it a point to support as many other local, women-owned businesses as I can each month. Your support can also extend beyond purchasing. You can reshare posts from other small businesses, share a business you love on your Instagram story, or initiate a Facebook Live showcasing a fellow business.

Join me in building a stronger community this season and beyond. Together, let’s amplify our impact, create a thriving local economy, and showcase our passions! 

Kimber Greenwood, Gainesville

Kimber Greenwood is an award-winning photographer and owner of Water Bear Photography, a Gainesville-based travel, wedding, maternity, and underwater photography company, and Kimber Greenwood Media, a creative agency that focuses on B2B photo and video creation, ad campaigns, and branding. 

  • Some good advice, but I can’t stand the term “give back.” You can’t give back what you haven’t been given. If you open a business, you pay rent, pay taxes, provide goods and/or services, pay salaries, etc. Someone buying goods and/or services from a business is not them giving the business anything, you earn business.

    • Good points George.

      Businesses which buy and hire locally do so because it is good for business and shortens the supply chain.

      Attaching a moral/ethical balloon to that is what business calls an ‘ad.’

      When I hear or read someone preface a statement with “We live in a digital world…,” I know the person speaking isn’t pumping their own gas, mowing their own lawns, or shopping for their own food.

      Shopping locally is actually stepping outside the ‘digital world,’ finding a parking space, and engaging people rather than ‘profiles’ and ‘bots.’

  • Tip #37: Hire extra security guards if you run a prime target like a Tommy Shoplifter store.

  • I agree but unfortunately many locally owned small retail businesses won’t even help themselves. For instance, I walked around the entire Thornebrook Village and most shops were already closed at 4:30 on the Tues before Christmas. Also, maybe you should support any local small biz and not just women owned one. Don’t be sexist

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