Choosing Local on Purpose: Simple Ways to Support East Coast Businesses

Living on the East Coast means we’re surrounded by rugged landscapes, close‑knit communities and businesses run by people we know. After the storms and floods of recent years, many of us are thinking more intentionally about where our money goes. Choosing to support local enterprises isn’t just a reaction to disaster, but a way of life that keeps our towns vibrant, reduces environmental impact and celebrates the creativity of our neighbours. Here are practical ways you can support East Coast businesses.

Plan Your Road Trips Around Small‑Town Stops

Driving between Napier and Gisborne or heading up to the Bay of Plenty? Instead of racing through, turn your journey into a series of mini‑adventures. Pull over in Wairoa for a coffee and a browse; pop into Tolaga Bay or Tokomaru Bay for supplies; venture through the Mahia Peninsula for fresh seafood. Independent stores give each town its personality, and they appreciate every customer who makes a detour. Pick up some locally produced honey, handmade pottery or a pair of Rilasarre shoes. You’ll go home with a story and a souvenir that supports multiple local families.

Shop Local When Travelling Further Afield

When you’re away from home, seek out independent boutiques and markets rather than automatically heading to big chains. Make it a goal to find a unique treasure in each town you visit. In Hawke’s Bay, that might mean popping into a vineyard cellar door for artisanal olive oil; in Tairāwhiti, it could be buying a woven kete from a local craft cooperative. Your holiday spending will help diversify tourism income beyond the main centres.

If you’re shopping for clothing or footwear online, consider purchasing from regional retailers like us. Our new arrivals show brands chosen for comfort and style, and we ship nationwide. By buying from independent New Zealand stores, you’re keeping your carbon footprint lower and supporting jobs in our communities.

Follow, Share and Review Local Businesses

One of the easiest ways to support small businesses is free: spread the word! Follow your favourite East Coast stores, cafés and makers on social media and share their posts. A good review on Google or Facebook helps build trust with new customers. If you’ve enjoyed a meal at a family‑run restaurant or found the perfect outfit at our shop, let others know. Independent businesses rely heavily on word‑of‑mouth; your endorsement is invaluable.

Social media is also a way to stay informed about events, pop‑up markets and new products. For example, we recently wrote about a beautiful local clothing line in our Discover Vassalli feature, a story that introduced many readers to New Zealand‑designed pieces with flattering fits and natural fabrics. Sharing posts like that amplifies the reach of East Coast creativity.

Choose Local for Gifts and Essentials

Gifting season or not, there are plenty of opportunities to switch from mass‑produced items to locally sourced goods. Birthdays, anniversaries and corporate thank‑yous all become more meaningful when you hand someone a product with a story behind it. Consider:

• Clothing and accessories: treat your loved ones to a statement scarf, stylish jacket or comfortable pair of shoes from our women’s clothing range. Local labels such as Vassalli, Lemon Tree Design and Knewe prioritise quality, comfort and timeless design.
• Homewares and artisan goods: many East Coast towns have boutiques selling pottery, textiles and art made by local craftspeople. Buying these pieces keeps traditional skills alive and supports artists directly.
• Vouchers: if you’re unsure of someone’s size or taste, a voucher to a local café or store gives them a reason to explore the main street.

Remember that many small businesses offer online ordering and nationwide shipping. If you can’t visit in person, you can still support them by placing an order for delivery or click‑and‑collect. A little planning makes a big difference.

Attend Markets and Community Events

Markets are social gatherings that showcase our region’s talent. Keep an eye out for markets in Wairoa, Gisborne and the Hawke’s Bay villages. When you browse stalls and buy from growers and artisans, you’re injecting cash directly into the local economy and encouraging entrepreneurs to keep creating. These events are also great for meeting the people behind the products and for discovering new favourites.

Vote With Your Wallet Every Day

Choosing local on purpose means making dozens of small decisions that add up. It could be grabbing takeaway from the fish and chip shop run by your neighbours instead of ordering from a chain; stocking your pantry with produce from regional growers; or treating yourself to a pair of boots from our fashion footwear on sale instead of buying from an overseas fast‑fashion site. Each time you spend, you send a signal about the kind of community you want to live in. By making conscious choices, we’re helping to save jobs and maintain the unique character of our towns. 

The resilience and charm of the East Coast depend on all of us. Thank you for choosing local, on purpose.