By Alyssa Schnugg
Senior reporter
As the holiday season nears, Oxford is getting ready to shine once again with the glow of twinkling lights, bustling shops, and the unmistakable charm of the Square.
But beyond the festive displays and familiar storefronts lies a deeper message that city leaders and local business owners hope residents will take to heart: where we spend our holiday dollars truly matters.
The Oxford Eagle is launching a new editorial series, “Shop Local for the Holidays,” to remind readers that supporting local merchants, artisans, and restaurants is more than a seasonal tradition — it’s an investment in the community’s future.
The series, sponsored by title sponsor Hunter’s Hollow, will run each week through Christmas both in print and at www.oxfordeagle.com.
Luke Guest, owner of Hunter’s Hollow said he wanted to be a part of the series to help promote local business owners.
“Shopping at local businesses is vital as they are the ones truly invested in the community,” Guest said. “Not only do they provide jobs, but they also play a vital role with sponsorships and contributions for a variety of local events.”
Each installment will explore a different side of local shopping, from the people behind the counters to unique gift ideas, dining options, family fun and even last-minute finds.
Pam Swain, President and CEO of the Oxford-Lafayette Chamber of Commerce, which sponsored this week’s kick-off article, said every purchase made in town strengthens the fabric of Oxford.
“When you shop locally this holiday season, you’re not just buying a gift, you’re helping a local family, supporting local jobs, and investing right back into Oxford and Lafayette County,” Swain said. “Every purchase at a hometown business helps keep our lights shining on the Square, our Christmas traditions thriving, and our community strong long after the holidays are over.”
Not only does shopping local help support local business owners, it helps every Oxford citizen.
For the 2025 fiscal year, Oxford’s projected sales tax revenue is $14 million. Those funds play a vital role in supporting city services, from police and fire departments to infrastructure, utilities, and other essential operations that keep Oxford running smoothly.
Every dollar spent locally helps fund the very things that make Oxford a safe and vibrant place to live.
“Our small businesses are run by our neighbors and friends,” Swain said. “They’re the people who sponsor Little League teams, donate to local fundraisers, and show up when our community needs them. Shopping locally is one of the best ways to say thank you, especially during the holidays.”
While online and out-of-town shopping may seem convenient, Swain believes there’s no substitute for the heart and hospitality found at local stores.
“Nothing compares to the personal service you get when you support Oxford and Lafayette County merchants,” she said. “Local businesses are the backbone of our community. When they succeed, our entire town succeeds—from job creation to community events to the next generation of entrepreneurs.”
For Oxford, shopping local is not just about tradition, it’s about sustainability.
“When you choose to shop local, more of your money stays here at home,” Swain said. “It circulates through our schools, nonprofits, youth programs, and the very businesses that make Oxford such a special place to live and work. You’re not just supporting a business—you’re supporting someone’s dream, someone’s family, and the future of our community.”
This holiday season, as the lights return to the Square and familiar carols echo through downtown, Oxford residents are reminded that every local purchase, large or small, helps keep the community shining bright all year long.
