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But my goal here is to point out what is perhaps not as obvious: shopping small is for the benefit of everyone, owner and shopper alike. Believe it or not, there aren't enough people who like me enough and/or make enough money to shop at my store solely for my sake. Counting on those few people would be unfair, irresponsible, and unsustainable. So, now that my selfish motives have been addressed, let's go shopping (small).