What it means to shop small

Shop small: a reminder to think about local, independent businesses. It may get an annual spotlight on Small Business Saturday, the day dedicated to getting customers to spread their dollars beyond big box stores. But, in truth, it’s a year-long crusade for independent shops to stand out from national chains. We may like the spirit of the directive, but we don’t always listen, do we? We price-check and digital coupon-clip, looking to stretch our hard-earned cash. 

It’s no secret that small businesses just can’t compete for lowest cost. But that doesn’t mean small businesses aren’t worthy of our dollars. Their value rests outside of price, offering much more than “the best deal.” They give us personal customer service, a thriving Main Street, and allow us to spend our money where it will stay: local. And if we don’t support them, particularly in a holiday season during a prolonged pandemic, we could be sorry. 

Customer Service

It cannot be overstated: if you want the best customer service, shop small. They have the knowledge, passion, and invested interest in making you happy and ensuring you’ll return. Ever think about asking the employee with a blue vest how to color match foundation? Or that red-shirted team member about the fit of a T-shirt? No, me either. But those are questions I’d have no problem asking a small business owner. They know their products best, it’s literally why they are there.

Independent shops are also more likely to have what you’re looking for. They don’t usually have the high purchase minimums as the big chains, so there’s more flexibility in their buying power. That means they may be able to get your that new product or place a specialty order just for you. This personalized, hands-on customer service is something you just can’t get with big business.

A Healthy Main Street

I’m a sucker for charm. Give me a quaint street and a beverage to sip, and I’m entertained. An inviting Main Street, with distinctive shops and appetizing eateries, is an attraction in and of itself. Even the lovely storefronts to enjoy while passing through is a benefit. In fact, many travel for such an experience, and to have it in your own backyard is something to cherish. 

Without small businesses, town centers would be a collection of boring chain stores. There wouldn’t be eclectic shops to peruse or inventive meals to enjoy. Small business offer more than just convenient access to goods; they offer an experience, a community identity. They give us something to do! When you have a guest in town, wouldn’t it be nice to take a quick ride to enjoy a lively scene and delicious meal? I think so. That’s why if you enjoy a bustling Main Street, you must shop small.  

Local support

Speaking of curb appeal, thriving small businesses also help to improve property values. Who wouldn’t want to live in close proximity to a charming and energetic town center? But small businesses are more than just eye candy. Sure, the flow of customer traffic and B2B synergy can bolster business between them. But each one adds to a robust local economy collectively. Simply put: the more these businesses earn in revenue, the more taxes they’ll pay, and the more goes back into the community. According to a Medium article, roughly $68 of every $100 stays within the local economy. Not too shabby.

Additionally, small businesses employ local talent, perhaps those who may not fit the mold in a large corporation. This means you’re more likely to interact with creative, innovative staff. You’re also likely establish a rapport with the person behind the counter, and that’s just good for our spirits. Transactions between neighbors can make for a kinder world overall. 

The concept of “shopping small” is much like the small business community itself: small but mighty. It’s easy to lose sight of their impact in the shadows of major retailers. But they have a significant effect where it matters most: your backyard. Yelp estimates that 60% of business closures due to the pandemic will be permanent. That’s why it is a critical time to shop the small businesses that add value to our daily lives. They are our local gems we need to keep polishing.