Recently, Walmart released customizable heart-shaped cakes for $25. They’re cute, they look good in photos, and they’re accessible for many people during a tough economy. It’s no wonder they went viral.

But what followed wasn’t just applause for affordability. It was criticism—especially of small businesses.
Criticism like:

“Small businesses overcharge.”
“They’re selfish for selling the same thing for more.”
“No wonder people don’t support handmade anymore.”

And I get it.

We’re all feeling the weight of inflation. Groceries are expensive. Rent is brutal. People want to enjoy something nice without spending a fortune. So when a cake from Walmart looks just as beautiful as a $75 one from a local baker, people understandably ask:

“Why pay more?”

Lately, I’ve been asking myself the same thing.

Is Handmade Even Worth It Anymore?

Why would anyone choose to support my handmade business, when you can walk into Lush, a pharmacy, or even Walmart and get something similar for a lower price?

This question has been living rent-free in my head for weeks now. It feels selfish to run a small business when so many people can’t afford it. I’ve seen friends avoid liking my posts and get upset at me for taking it to heart when some people complain about pricing of handmade items, as if what I do isn’t worth supporting. I’ve had people ask for discounts, or worse—complain that my prices are unreasonable.

And yet, here I am. Still showing up, still making things with my hands, still replying to your DMs at midnight. Still struggling as much, if not more than, as you to pay for rent. 

Handmade Isn’t About Scarcity. It’s About Soul.

People don’t only support small businesses because they can’t find the product somewhere else.

They care about the extra detail, the higher quality, the intentionality behind the ingredients, the ethics behind the brand, and the story behind every label.

I make soap, but I also donate it. For every 10 bars I make, I give 1 to a shelter. And I make a lot of soap. Up to now, I’ve given 100lbs+ of soap, thousands in dollars worth.
I support pollinators by sponsoring beehives, and use some of that honey in my formulas.
I’m not just making things—I’m trying to give back, to create something more human in a world that often feels disconnected. Soon enough, I’ll find a way to support mental health causes as well.

So when someone says:

“Your stuff is too expensive.”

It doesn’t just sting—it wounds.
Because it’s not just about the price.
It’s about the value.
It’s about the message that this isn’t worth it. That the love and care and endless nights I put into my craft is not worth it. 
That I should give up and get back in line and find a « normal » job.

The Real Cost of Handmade

Let me be honest: most of us are undercharging.
We do it because we feel guilty, or because we want to be accessible.
We feel like we have to justify every dollar, even though:

• We buy high-quality, safe ingredients

• We package, label, photograph, market, and ship everything ourselves

• We spend hours testing formulas, answering messages, creating content, fixing tech issues
  

And yet, many of us are making less than minimum wage for the work we do.

This isn’t just a business. It’s an act of love. Of resilience. Of showing up for a community that we feel incredibly lucky to serve.

So Why Should Anyone Support a Small Business?

Maybe you’ve asked yourself this.
Maybe you’ve rolled your eyes at a $40 candle.
Maybe you think we should “get over it” when people say our stuff is too expensive, and maybe you think we should step down and think to ourselves « who do I think I am to charge so much ».

Let’s look at the facts.

📊 The Numbers: Why Small Businesses Actually Matter

Every time you support a small business, you’re supporting more than a product.
You’re supporting:

• A dream

• A family

• A community

• A cause

You’re making the world less gray. Less corporate. Less soulless.
You’re saying, “I believe in this human. I believe in what they do.”

And If You Can’t Afford to Support Right Now, That’s Okay.

Really. I get it.

If you buy the Walmart cake, or a bath bomb from the pharmacy, that doesn’t make you a bad person.
But please don’t say we charge too much.
Please don’t act like small businesses are selfish for trying to survive.

Because we are not just selling things.
We are creating art, experiences, and community. Every item has a story.
We are trying to make the world more human, with better values, and better care.

We aren’t pricing things unfairly. In fact, many of us should be charging more for the quality, time, and soul we put into what we do.

Final Thoughts

Without small businesses, the world would lose its color.
Its creativity.
Its empathy.

So if you’ve ever supported a small business—thank you.
And if you’ve ever wondered why you should?

The answer is simple:
Because when you support handmade, you’re not just buying a product.
You’re investing in people.
You’re choosing heart over habit.
And you're keeping the world a little more human.