Shopping Local Is Hard: But It Doesn't Have to Be

…why I’m building something new for East Texas.

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I’ve always loved the idea of shopping local. Supporting family-owned shops, artists

, and hometown restaurants just feels right — like your dollars stay close to home, circulating through the community instead of disappearing into a big corporation somewhere far away.

So last year, I made a personal commitment:

Be intentional. Spend local. Support East Texas businesses first.

But the moment I tried to shop small, I ran into a problem I didn’t expect:

I had no idea where to go.

And that realization changed everything.

My Experience Trying to Shop Local

(The Honest Version)

When I set out to “shop local,” it turned into a scavenger hunt — and not the fun kind.

I bounced between Google searches, Facebook groups, outdated posts, broken links, and shops that were closed despite what their online hours said. I missed events I would’ve loved. I drove right past shops I didn’t know existed. I became frustrated — not because I didn’t want to support local businesses, but because there was no simple, reliable way to find them.

I remember thinking:

“If I’m struggling this much, what about everyone else?”

Turns out, they were struggling too.

The Pain Points Shoppers Deal With

The more I talked to people in East Texas, the clearer this became:

People want to shop local — but our current system makes it difficult.

1. Shoppers don’t know where to go

Local discovery is scattered, inconsistent, and rarely up-to-date.

2. Hours are unpredictable

Small businesses can’t always keep standard retail hours, but shoppers need clarity to avoid wasted trips.

3. Misconceptions keep people away

People assume certain shops are “too expensive,” “not their style,” or “not worth the trip” — often completely untrue.

4. Online information is incomplete

Hours, menus, locations, inventory — often missing or contradictory across platforms.

5. Convenience wins

Not because chains are better… but because they’re easier to find.

And that’s the problem:

Shoppers aren’t choosing big brands — they’re choosing what’s discoverable.

Then I Started Talking to Business Owners

When I began interviewing local business owners for ETX Uncovered, things got painfully clear — fast.

Almost every owner said the exact same line:

“People tell us all the time, ‘I didn’t even know you were here.”

And then one story hit me like a gut punch:

“We’ve been here for 20 years, and people still say they didn’t know we existed.”

Twenty years.

Two decades.

A whole generation of shoppers — still unaware.

That’s when everything clicked.

Shoppers and business owners aren’t disconnected by lack of interest…they’re disconnected by lack of visibility.

They’re like star-crossed lovers — perfect for each other, meant for each other, wanting the same thing… yet constantly missing each other because the universe (and the algorithm) keeps getting in the way.

At some point in all of this, I basically nominated myself as East Texas’ unofficial local-business matchmaker. I volunteered as tribute — happily — because helping people discover each other truly lights me up.

What I’m Building Now

I wanted a place where locals could:

• Discover shops, restaurants, makers, trades, and vendors

• Explore nearby towns

• Support small businesses easily

• Shop local without guesswork or frustration

  
  

And a place where business owners could:

• Get visibility

• Get discovered

• Reach customers who want to buy local

• Have a presence even if they don’t have time for marketing

  
  

This became the ETX Discovered, A Shop Local Guide — a simple, growing, community-centered home for East Texas businesses.

But here’s the truth:

The guide only becomes truly powerful when the community participates.

I Need the Community to Build the Community

I can build the structure — the categories, the towns, the listings, the interviews.

But it becomes meaningful when East Texas fills it.

Every business that joins strengthens the guide.

Every listing makes discovery easier.

Every addition helps another business get found.

It’s a ripple effect — and it matters.

If You Own a Local Business, This Was Built for You

Whether you're a:

• Local artist

• Boutique

• Food truck

• Coffee shop

• Restaurant

• Tradesperson

• Home-based business

• Vendor

• Service provider

…this guide is for you.

You deserve visibility.

You deserve customers who are trying to find you.

You deserve a place where your business isn’t buried under corporate ads or algorithm changes.

And shoppers want to support you — they just need a way to discover you.

That’s what ETX Discovered is here to make possible.

And the truth is:

People want to support you. They just need a way to discover you.

Add Your Business to the Shop Local Guide — East Texas

It’s simple.

It’s fast.

There’s a free option.

And your listing helps strengthen the community.

Join the Guide (Free listings + optional featured upgrades available)

Let’s uncover East Texas together.

Let’s create the connections that should have existed all along.

And let’s turn these star-crossed lovers into happily-ever-afters.

FAQ

Frequently Asked Questions

Why is shopping local so difficult in East Texas?

Because information is scattered. Many local businesses don't have updated hours or complete profiles, making it hard for shoppers to know where to go.

How does ETX Discovered help shoppers?

It puts local shops, restaurants, makers, and services in one easy-to-navigate place so shoppers can discover what’s nearby without frustration.

Does my business need a website to join?

No. Even without a website, you can still appear in the guide with a free listing.

Is there a cost to join the guide?

There’s a free option for all businesses, with an optional featured upgrade for more visibility.

Why should local businesses join ETX Discovered?

Because shoppers want to support small businesses — but they can’t support what they can’t find. ETX Discovered bridges that gap.

A Final Thought — Without Revealing Too Much

This guide is just the beginning.

There’s so much more I want to build for East Texas — deeper discovery, stronger visibility, more storytelling, and better ways for locals to find each other.

But today, we start where it matters most:

Helping East Texans discover East Texas.

Together.