Shop local and independent businesses
The Small Business Saturday initiative was launched back in 2010, to promote support of local businesses during the holiday season. Online commerce giants have replaced big-box stores as the primary competition for local retailers in recent years. Beginning in 2020, the pandemic escalated use of online retailers for shopping of all kinds. Locally-owned and independent service providers also face significant challenges from national and global online brands. The challenge for independent businesses is significant.
Before the pandemic, growth of small business continued at a strong clip, with an average of 543,000 new businesses started each month. While some did not survive, those that did (and the many new ones) need support and patronage by local residents to stay strong and healthy.
1. Forge a strong local economy
Building and preserving unique town centers helps keep local economies strong. Locally-owned businesses return a larger portion of their revenue to the area’s economy than larger chain stores and national agencies. And local businesses share the tax burden with residents, infusing the local economy with revenues to support our cities and towns. Active and appealing downtowns also contribute to increased real estate values.
As the nation’s largest employer, locally-owned businesses help our younger workers develop valuable soft skills. The ability to decipher social cues, emotional intelligence and communication skills are important factors for future career success.
2. Foster a sense of community
With appealing shops, restaurants and streetscapes, a vibrant downtown beckons as a gathering place. Connections develop naturally through in-person interactions and dialogue about local initiatives, school activities and community events.
Independent local retailers, restaurants and businesses sponsor community events and support fundraising initiatives for schools, sports teams and organizations. Programs for local dance academies and high school plays, uniforms for community athletic programs and shop for a cause events are supported through sponsorships and donations from local businesses.
3. Disappointment — delivered
Who among us hasn’t been disappointed by an online purchase … at least once? Whether it’s the product workmanship, quality of materials or the uninspired clear plastic packaging, pictures don’t always suffice.
We’re faced with the decision to live with with a sub-par item or deal with the hassle (and cost) of returning an online purchase. (Not to mention the angst of adding the item back to our to-do list.) There are times when the eCommerce efficiency promise just doesn’t deliver.
Beyond the two-dimensional world of our online screens, a real-life shopping experience involves multiple senses — the feel of a fabric, fit of a garment and actual in-person color provide a multi-sensory experience.
4. Real service and humanized interactions
Perhaps even more meaningful are the conversation with the shopkeeper and the resulting personalized product recommendations; the warm, sincere customer service and beautifully gift-wrapped package. In-person, humanized interactions provide a neighborly conversation that’s restorative, especially after 2020.
Genuine, in-person experiences buoy our spirits and make us feel connected to our neighbors and communities. Trust and good will are bolstered when we meet our service provider face to face, chat with our kids’ teacher at a neighborhood eatery or sit with an old friend at a town event.
5. Smell the coffee … serendipity
A walkable downtown offers a different perspective. In addition to the benefits of fresh air and exercise, there’s the serendipity of discovering a needed service business like a cobbler, print shop or locksmith that was hiding in plain sight.
In recent years, real estate development trends have focused increasingly on mixed-use parcels where commercial, retail space, restaurants and entertainment are co-mingled with residential units. These appealing spaces include visually attractive elements like paver stones and plantings, alongside niceties such as benches and attractive lighting.
Taking in a town center on foot, you may notice the office for a local realtor, attorney or veterinary office you’ve heard about. Smell the alluring aroma of an ethnic restaurant you didn’t know was just a few streets from your office. Or simply appreciate the seasonal flowers and charming street lamps while perusing the windows of local shops.
Shop small
Show pride in your town. Support a neighbor. Appreciate real service and hands-on expertise. Explore locally-made artisan products. Get exceptional value and revenues that are returned to your community.
There are both personal and practical reasons to patronize local businesses. Support your community and shop small beyond just Small Business Saturday.
