As the temperatures dip and the windshields begin to frost, Madisonians know what’s coming. Shorts and sandals are now stored beneath beds, and woolen long-johns suddenly reappear on our significant others. But we welcome the cold because the holidays come with it. Time for family, food, and friends breaks up the days of dark and chilling nights. Holiday gift-giving is extremely commonplace, and shopping locally benefits the economy, the environment, and the community.

On Black Friday, millions of people flock to malls, big box stores like Walmart and Target, and shopping centers in search of holiday gift deals.  For some families it’s a tradition, waiting in line for blu-ray players before the doors open and crowds rush in to find their desired item.

On Cyber Monday 2013, people spent $2.29 billion at online retailers. Online shopping in undeniable convenient, and it’s easy to compare prices on items, like electronics. Cyber Monday sales have grown at least 15 percent almost every year since it’s creation in 2006.  But are these shopping “holidays” really promoting the spirit of the season?

Most of the purchases on these days benefit from large, corporately owned, businesses. Small business Saturday began in 2011, but a many Americans spend their money at shopping malls and big box stores. But that money would be better utilized if spent at a local business instead.

Though the upfront cost of an item may be significantly lower from Target or Wal-Mart, the long-term costs outweigh the benefits. Money spent at small businesses stays in the community, and does more for it. Local business make more purchases from other smaller, local vendors and the positive feedback loop continues, as long as customers support them. They also use less infrastructure to operate, and are better use a of taxpayer money, and contribute less to urban sprawl.

Buying locally also means that you are helping your neighbors. Small businesses employ more people than any other sector, and provide jobs for millions of people. Your neighbors own them, and people who live in the area are more likely to care about and be invested in the community.

Buying locally also benefits the environment. Products that are created nearby take less energy and money to pack and ship. Less transportation means less fossil fuels burned to power trucks, trains, and planes.

The sales at the mall may be tempting, and big box discounts enticing, but there’s more than the final price at the checkout counter that matters when holiday shopping.