The COVID-19 pandemic has transformed countless aspects of our lives, not least our shopping habits. As the world begins to recover, there is a growing trend towards supporting individual makers over mass-produced goods. This shift reflects not only a change in consumer behavior but also a desire to foster community resilience, sustainability, and personal connection. Here’s why shopping from individual makers is more important than ever in a post-COVID world.

The Rise of the Maker Movement

The maker movement has been gaining traction for years, but the pandemic accelerated its momentum. As people spent more time at home, many rediscovered or developed new crafting skills, leading to a surge in handmade goods. This trend was not just a hobbyist’s pursuit but a means of financial support as many turned their talents into small businesses to make up for lost income.

Why Choose Individual Makers?

  1. Unique and Personalized Products: Individual makers offer products that are often one-of-a-kind or made in limited quantities. Unlike mass-produced items, these goods have a personal touch, from the craftsmanship to the story behind each piece. Whether it's hand-thrown pottery, bespoke jewelry, or custom furniture, each item carries a unique identity.
  2. Sustainability and Ethical Practices: Shopping from individual makers typically means supporting more sustainable and ethical practices. Makers often source materials locally and use eco-friendly methods, reducing the carbon footprint associated with mass production and long supply chains. Additionally, small businesses are more likely to prioritize fair labor practices.
  3. Supporting Local Economies: When you buy from individual makers, you are directly contributing to the local economy. This support helps keep money within the community, fostering economic resilience and creating a multiplier effect that benefits local suppliers, markets, and other small businesses.
  4. Building Connections and Community: Purchasing from individual makers often allows for direct interaction with the creator. This connection can lead to a deeper appreciation for the product and its maker, fostering a sense of community. These relationships are invaluable, particularly in a time when many have felt isolated and disconnected.

The Digital Marketplace for Makers

The pandemic also pushed many makers to pivot to online platforms, making it easier than ever for consumers to find and support them. Websites like Etsy, local online marketplaces, and even social media have become vital tools for makers to reach wider audiences. This digital shift not only supports makers but also provides consumers with a vast array of unique products that they might not find in traditional stores.

How to Support Individual Makers

  1. Buy Directly: Whenever possible, purchase directly from the maker’s website or at local markets and fairs. This ensures that the maker receives the maximum benefit from your purchase. One way to buy is to choose a makers’ marketplace that supports the makers, does not charge fees to them or to you to shop there. 
  2. Spread the Word: Word of mouth is powerful. Share your favorite makers and their products on social media, write reviews, and tell friends and family. Your endorsement can help them reach new customers.
  3. Be Patient and Understanding: Handmade items often take longer to produce than mass-produced goods. Patience and understanding can go a long way in supporting the maker's process and ensuring you receive a quality product.
  4. Engage and Give Feedback: Engage with makers on social media or through their websites. Providing feedback and showing appreciation for their work can be incredibly motivating and helpful for small business growth.


The pandemic has underscored the importance of community and the value of supporting small businesses. By choosing to shop from individual makers, we not only obtain unique and meaningful products but also contribute to a more sustainable, ethical, and connected world. As we move forward into a post-COVID era, let’s continue to embrace and uplift the makers who enrich our lives and communities.

Supporting individual makers is more than a shopping choice—it's a commitment to a better future.

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