MONADNOCK REGION, N.H. (MyKeeneNow) The day after Thanksgiving may be best known for big-box doorbusters and online flash sales—but here in the Monadnock Region, Plaid Friday has become a beloved holiday tradition with an entirely different spirit. Now in its sixteenth year, the celebration organized by TLC (The Local Crowd) Monadnock invites residents to don their favorite plaid and spend November 28 supporting the small, independent businesses that form the heart of our local economy.

Created as a cheerful alternative to Black Friday, Plaid Friday honors the diversity, creativity, and resilience of locally owned shops and makers. It’s a day to stroll Main Street, visit holiday pop-ups, discover one-of-a-kind gifts, and connect with the people who make shopping local feel personal and meaningful.

This year’s celebration once again features Plaid Friday Hubs—participating businesses that will help spread the joy by photographing shoppers in their plaid and answering questions about the movement.

2025 Plaid Friday Specials & Events

Businesses across the region are offering Plaid Friday–only deals and seasonal experiences, including:

  • Cheshire Children’s Museum, Keene — Wear plaid and receive $1 off admission; members get a small treat. For parents planning to shop downtown, the museum will also offer reserved, staffed drop-off childcare sessions with engaging activities.
  • The Cheshire Horse, Swanzey — Online discounts on a wide selection of gifts for equestrians and animal lovers.
  • Grand Monadnock Maple Farm, Harrisville — Open sugarhouse and holiday shopping for local maple products.
  • Hearth Magick, Peterborough — 20% off all retail items and Aura Photos.
  • Horse & Buggy Feeds, Keene — Holiday discounts on gifts for pets and the humans who love them.
  • Monadnocker — Boosting #ShopIndieLocal promotions and appearing at a holiday pop-up event.
  • Ted’s Shoe & Sport, Keene — Free pair of socks with purchases of $150 or more.

Why Shop Indie Local?

Shopping locally has impacts that extend far beyond the holiday season. Independent retailers in the Monadnock Region return $62 of every $100 spent back into the local economy. By comparison, national chains return about $14 of every $100, and Amazon “nearly zero.”

If residents shifted even 10 percent of their spending from national chains to locally owned retailers, the region would see $27 million recirculated annually.

Local businesses also play a powerful role in job creation, support for nonprofits, and the vitality of downtowns. They hire local service providers, contribute to community events, and help maintain lively, walkable Main Streets.

A Full Week of Indie Local Celebrations

Plaid Friday kicks off a week dedicated to supporting local enterprises and artists:

  • Small Business Saturday — Keeping the momentum going for neighborhood retailers.
  • Artists Sunday (Nov. 30) — Featuring over 4,500 artists nationwide, inviting shoppers to gift handmade work.
  • Cider Monday (Dec. 1) — A friendly spin on Cyber Monday, with participating shops offering free cider and warm hospitality.
  • Giving Tuesday (Dec. 2) — Encouraging generosity in all its forms, from donations to acts of kindness.

Whether you’re searching for gifts, planning holiday meals, or simply enjoying the start of the season, TLC Monadnock invites the community to “shop indie local” and help create a ripple effect of joy, jobs, and shared prosperity.