gifts they might actually want

Support Small Businesses With These Gift Cards

Photo-Illustration: The Strategist; Photos: Retailers

With supply-chain and shipping issues almost a guarantee this year, making sure your gifts arrived on time (or at all) was harder than ever. Unfortunately, the problem has disproportionately affected small businesses. That’s where gift cards come in. Sure, they might seem like an easy, obvious choice, but they ensure that your recipient gets something, and they can pick said thing at their own pace. And now that we’re at the eleventh hour for shopping, a gift card may be your very best option. To help you find the right gift cards guaranteed to delight everyone you know, we pulled together 44 New York–based small businesses, many of which we have written about before.


DIOP makes clothes and accessories inspired by founder Matape Diop’s West African heritage. Most of the brand’s pieces are made using brightly colored Ankara fabric sourced from Nigeria. A $50 gift card could buy them a scarf from the brand (which we’ve written about before) or a patterned bucket hat.

From $25

Abacaxi makes vibrant clothing inspired by travel. During the early days of the pandemic, their masks were in heavy rotation among Strategist staff. There’s lots to buy from the brand, but if you can’t choose we recommend a gift card, which starts at $25.

From $25

For better basics there’s Paper Project, which makes socks, t-shirts and underwear out of sustainable, Japanese paper yarn.

Sandy Liang’s color blocked fleeces are a favorite of Strategist staffers (when she collaborated with Target, we made shopping plans weeks in advance). But the brand makes plenty of other pieces too — like ruffled dresses, sporty socks, and sturdy carryall totes — all of which would make great gifts.

From $100

Brother Vellies — maker of eye-catching shoes beloved by stylish people and ridiculously cozy socks — is a gifting destination. There’s a lot to choose from, but you don’t have to know what to pick: Consider a gift card from the brand, which start at $100.