I have a genuine question about this movement. Small businesses and startups aren’t the problem. Why “buy from EU” instead of “stop buying from big corporations” regardless of their countries? Small businesses (from anywhere) cannot absorb the rising costs and tariffs, and they are struggling.
For me it’s more about supporting local businesses. If we want to gain more consumer independence from the US, we need to support our own businesses, big or small. I give preference to smaller businesses of course. Of course, being purist about it is not a good thing either imo.