Shop as if your city is counting on you.
Even though New York is constantly reshaping itself, one thing sticks: the city is home to some of the world’s most remarkable independent shops. Every year, the Saturday that follows Thanksgiving—originally started by American Express in 2010—celebrates these local treasures. Designed to spotlight mom‑and‑pop shops, it’s now the biggest day for the neighborhood’s business culture, pulling in more than $200 billion of holiday revenue for mom‑and‑pop retailers, restaurants, and service providers according to recent figures.
Over the past fifteen years, this day has become as iconic as Black Friday. Across the boroughs, stores roll out special offers, holiday events, and one‑of‑a‑kind deals. Whether you’re wandering the streets looking for a unique gift, scrubbing the counter for a must‑have item, or shopping from an online storefront owned by a local business, this is the time to pause and support the people who make the city special.
“Small Business Saturday gives you the chance to slow down, walk through the area, and make the most of your holiday budget in ways that actually help neighborhood shops thrive,” says Matt Schultz, a LendingTree analyst. His latest survey shows that most Americans plan to take part in the event this year.
That’s good news for owners like Caroline Weaver, who runs the Locavore Variety Store in Greenwich Village, where the next few weeks are the most critical part of her fiscal year. “So many small businesses make the most of their income during the holiday season and rely on local customers,” Weaver told us. In addition to running her eclectic corner shop, Weaver has spent years scavenging the city—logging nearly 14,000 stops since 2021—to assemble the Locavore Guide, a pocket‑sized snapshot of 670 of the city’s coolest indie shops.
Below are four of Weaver’s favorite New York neighborhoods for a holiday‑time gift hunt. Each spot is packed with treasures across several categories, and you won’t need a gift‑giving pro if you’re surrounded by great shops. We’re blessed with so many top‑tier retailers, as she says.
Greenpoint
If trinket‑core is on your radar, the first stop should be Store Called Store at 141 India St. It’s a whimsical, off‑beat treasure trove of witchy wares, vintage oddities, and mindlessly delightful nostalgia. Think classic tarot decks, cartoon stickers, and plush panda banks from your childhood. It’s run by local artist Kelly Adelia and serves up the finest peculiarity.
Next, head to Brooklyn Craft Company at 165 Greenpoint Ave. The shop is a singer‑note paradise for DIY lovers, offering yarn, fabric, embroidery floss, and a hand‑crafted selection of kits and tools. Carolyn Heitmann even runs hands‑on classes for those who’ve been watching the same video tutorials for months and want to actually build something.
After crafting, stop by Eastern District at 1053 Manhattan Ave for artisanal cheeses, growlers, hearty sandwiches, and craft beers. Sam and Sami Shah put together gorgeous gift baskets featuring local pantry items and hard‑to‑find treasures—perfect for host gifts.
Then bloom over to Cueva at 49 Franklin St., where Weaver lists an impressive array of clothing, accessories, and modern menswear from indie designers.
And of course, Greenpoint’s beloved donut shop—Peter Pan Donut & Pastry Shop at 727 Manhattan Ave—makes for the sweet highlight of any day. The bakery, owned by Christos and Donna Siafakas, offers donuts, milkshakes, egg creams, and NYC classics. Their black‑and‑white cookies are unforgettable.
Lower East Side
Begin your LES crawl at November 19 on 37 Orchard St., a home and gift store that specializes in vintage kits, jewelry, ceramics, and clothes from around the world. Weaver calls it her “go‑to” for gifts, especially the Japan‑and‑Europe pieces for home décor.
Shortly after, you should move over to Sweet Pickle Books at 47 Orchard St. The bookstore offers something wild: the chance to trade your used books for jars of pickles. Regular social‑media posts show which reads they want and what they cannot accept. The jars are pure joy, and the shelves are an eclectic treasure trove of secondhand books.
Then toast the day at Magazzino on 83 Henry St. Here, French elegance meets Italian charm behind a glass display of crisp whites, flirty rosés, bold reds, champagnes, and vermouth. Weaver calls it a Euro vacation in a bottle, delivering carefully selected small‑producer wines from Italy and France.
For a sweet ending, swing by Economy Candy at 108 Rivington St. Stocked with over 2,000 treats, the crusade ends with chocolate‑covered grahams, pretzels, gummies, and everything in-between for the sugar‑addict in all of us.
Wrap up the evening at Coming Soon, a modern design stop at 53 Canal St., housed by Helena Barquet and Fabiana Faria. They offer high‑end décor and quirky gifts such as swan‑shaped spoons for caviar—the perfect supplement for a brunch or dinner party.
And check out Elbow Bread at 1 Ludlow St. for pastry wizard Zoe Kanan’s glorious challah loaves, which make a thoughtful host gift. The shop also hosts a collaboration with Court Street Grocers, delivering treats and coffee worth stopping for.
East Village
Kicking off, visit Mr. Throwback on 437 E 9th St. It’s a retro store for vintage sports gear: NFL windbreakers, MLB snapbacks, NBA shorts, NHL jerseys, and still‑distant‑sneakers. She says it’s a must for sports fans to find gear from almost any league.
Then next door, stop at Village Works on 12 St Mark’s Pl, a bookshop devoted to New York culture. Their stock features local authors, indie presses, and self‑published works—all with that distinct Brooklyn vibe.
After you’re done with books, proceed to Rosemary Home at 315 E 9th St. The shop turns vintage chic into elegant décor with hand‑painted bowls, hardware, and retro‑styled kitchenware—great for impressing dinner‑party guests. They also have a line of Murano glassware that Weaver loves.
Don’t miss the Exit9 Gift Emporium on 51 Avenue A, where pop‑culture fans can snag Freddie Mercury keychains, Miffy pouches, and quirky NYC souvenirs. It’s a real pop‑culture treasure trove.
Recharge at Venerio’s Pasticceria at 342 E 11th St. The Italian‑style bakery boasts espresso, cannoli, biscotti, and tiramisu in a storied setting that’s been sweet‑treating New Yorkers since 1894.
Astoria
Make your Queens adventure start at Newtown HQ on 36‑12 34th Ave, a pop‑culture shop filled with stickers, plush toys, blind‑box surprises, Lady Gaga magnets, and more. It’s a finder’s paradise for fans looking for unique gifts.
Next, drop into Pimbeche Vintage on 29‑23 23rd Ave, a sustainable shop run by Lisa Ferrari‑Sullivan that offers unique treasures from every era. Whether you’re after a 1960s Peter Pan‑collared dress, a Diane von Furstenberg slip dress, or a vintage Gucci bag, the store is a steady source of curated, affordable vintage.
Vinyl lovers should head to Pancakes Records on 20‑77 Steinway St. For everything from new releases by Chappell Roan to classic Smiths albums, this community‑focused shop is beloved for its deep cuts and friendly vibe.
For a taste of Greek flavor, stop by Athena Gourmet Market on 23‑38 31st St. The market showcases Greek cheeses, baked treats, and spices—a direct passport to Greece’s culinary joy.
If the library life is more your thing, Astoria Bookshop on 36‑19 30th St. offers rare a‑new‑age books, tarot spreads, indigenous literature, and other literary gems from Native American authors. You’ll find a salvage of life‑filled reads, too.
For design inspiration and spirits, pop into the Noguchi Museum Shop at 9‑01 33rd Road near Long Island City where you’ll find Isamu Noguchi‑style light sculptures and curated gifts.
Finally, for a quiet coffee stop in Queens, go to Balancero Coffee at 30‑95 37th St., a Serbian‑American‑owned spot offering lattes, cortados, cappuccinos, and donuts for the sidewalk‑only seating crowd.
All in all, whether you’re roaming by foot, rolling in on your bike, or breezing through a city‑wide slideshow, Small Business Saturday is a time to pull the community together and support the truly unique retail gems that make New York incredible. Enjoy the journey—and happy shopping.
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