The holiday season is upon us, and while every year Americans like to pretend that this time of year is about family, giving, thankfulness and joy, deep down we all know the ugly truth: This season, especially the weeks leading up to the holidays, is about consumerism. The timing of Black Friday directly after Thanksgiving is no accident. We’ve all noticed the uptick in emails from various overpriced brands, all seen increased vigor of commercials promising incrementally better deals than last month. Whether it’s for Christmas, Hanukkah, Kwanzaa or just for the vague holiday spirit, now is the time that Americans tend to dig into their wallets and spend money they don’t have.

Now that the world has been wracked by a pandemic, people have even less money to spend, as well as even less willingness to pack themselves into malls to buy the latest toy or gadget. What’s more, lots of us have a much smaller group of loved ones to buy for, now that gathering every cousin, aunt and uncle in your family under one small roof no longer holds the same appeal that it once did.

This new reality seems depressing, but I see it as an opportunity to think critically about how we spend, where we spend and why. Now that each dollar has become so much tighter, where we decide to spend them is important. If you have the option, rather than buying a mass-produced item from a corporation that’s profiting off of the pandemic, consider supporting a local business that you love. Instead of paying Amazon to ship your gifts across the country this year, check if you can find those very gifts in shops near you. Look around you for businesses that have especially been struggling to stay open, or consider using an app or website to locate the kinds of businesses you want to support, for example a Black-owned business or a company that practices eco-friendly business.

Of course, this isn’t feasible for everyone. Like I said, money is tight, and gifts bought at the mall can sometimes be cheaper than gifts bought at the shop down the road. As for using Amazon, those who are immunocompromised or otherwise opposed to shopping outside will naturally turn towards alternatives that can get their purchases to them quickly and without contact with another person.

That being said, these other options are worth keeping in mind as you move through the holiday season. Many smaller businesses are doing no-contact pickup, too, as they see customers’ demand for it. In fact, maybe this year is the time for homemade gifts. Channel your talents in knitting or crocheting into a new scarf or a pair of gloves for a friend. Try your hand in baking and make a (dilapidated, but well-meaning) cake for a loved one. Instead of buying your parent another gift card for Macy’s, consider fixing something up around the house or taking care of breakfast for Christmas morning. Hold everyone you love a little closer this holiday season, and give this holiday season the meaning it’s been missing for years.