I’ve always loved small businesses owners. They risk their time, their life savings to open a business that they are often passionate about. The reward is usually not forthcoming immediately but they have confidence in themselves to plow forward and eventually a small percentage of them succeed and flourish.
Support your local small businesses (if they are good).
Some of my must shop places are toy stories, sandwich shops, local restaurants, coffee shops, pastry shops, stationary stores, sometimes bookstores (I can’t justifying pay 35% over Amazon for books)
If you are in Berkeley, check out Sweet Adeline Bakery (they’ve got free wifi), very big open space, warm and friend owner and of course good pastries and cakes