In a recent LinkedIn post, Seth Godin 🌔 discusses small businesses that holiday shoppers might choose over Amazon when they are willing to make more effort for a purchase. This article covers Godin’s post and his call for reader suggestions; it is not written by Godin.
“I’m collecting a list of small businesses that are worth bypassing Amazon for.”
Shopping beyond a single click
Godin frames the idea around a trade-off: convenience versus the effort of seeking out a smaller seller. He says holiday shoppers may sometimes want to “put in the effort to buy something that takes more than a click.” The post does not argue that convenience has no value; instead, it draws attention to consumers who may be open to choosing a different route.
That distinction gives the proposed list its purpose. Rather than offering a broad critique of online retail, Godin asks readers to identify businesses they believe are compelling enough to merit a deliberate choice. His phrase “worth bypassing Amazon for” makes that decision the central question.
Examples of direct trade businesses
As Godin notes, the businesses he names include Burlap and Barrel, Gramercy Tools and Askinosie Chocolate, which he describes as “direct-trade small businesses.” The examples span food and tools, suggesting that the list is meant to include different kinds of products rather than a single retail category.
“Folks like Burlap and Barrel, Gramercy Tools or Askinosie Chocolate–direct trade small businesses.”
Godin’s brief description points to a quality he wants readers to consider: a more direct relationship in the supply chain. The post does not provide further detail about the companies or set out criteria for inclusion, so the examples serve as starting points rather than a complete definition of what belongs on the list.
A request for reader recommendations
According to Godin, the list is being assembled for an upcoming blog post, and he invites readers to contribute through a form. “If you’ve got a suggestion, please use this form and let me know,” he writes. The request turns the post into a crowdsourcing effort: readers can nominate businesses, while Godin plans to collect those suggestions for publication.
He also clarifies that the LinkedIn post is a repost of his blog, adding that the most up-to-date version appears there each morning. The note situates the appeal within his existing publishing routine and directs readers to the blog for the current version.
Godin closes with a brief aside about updated “secret recipes,” without explaining what the recipes are or how they relate to the shopping list. The main appeal remains straightforward: he is asking readers to share small businesses they think deserve a place on a holiday shopper’s shortlist.
📝 About This Content
This article is based on insights shared by Seth Godin 🌔 on LinkedIn.
📅 Originally posted on November 5, 2026 | View original post on LinkedIn →