This holiday season there was a bigger push than usual to shop at small and local businesses. This was great, but we need to continue shopping at small businesses as the calendar turns to 2021 — they continue to need our help more than ever.
During conversations with friends and family a few common pushbacks about shopping at small businesses came up. These may be legitimate reasons why someone decides to purchase from a big box store or internet superstore instead of small businesses, but we need to put in a little effort to get around these roadblocks and support our small businesses which are the backbone of both our country and our hometowns.
Pushback #1: It’s cheaper to buy from a big box store or giant online retailer
This is the biggest pushback I hear about shopping small and local. And it is probably true in many cases. Small businesses are typically at a disadvantage versus the big national chains and the Amazons of the world. They don’t have the purchasing power, they often face high rents, increasing payroll and benefits costs and can’t afford to discount to the extent the big guys can.
If you have the means, consider what value the small business brings to your community — employing your friends and neighbors and adding to the vitality of your Main Street to name just a couple. Is everything they add to your community worth paying an extra percentage or two when you make a purchase? I think it is.
Also think about the service that your local businesses provide. It’s nearly impossible to get straightforward advice from a big chain and the “recommendations” on sites like Amazon can be a joke. Your local retailer is the opposite. They are there to help you with your purchase, and they are there after your purchase if you have any issues. Factor in this deep knowledge and advice into the price you pay at a local business.
Pushback #2: It’s safer to buy online in the age of COVID-19
We all need to be safe when we shop. It is easy and safe to go to Amazon, click a few times and have everything we need delivered within a day or two without having to don a mask and go into a store.
We can help our small and local businesses with just a little effort. Before buying online from a national company, go to the website of your local retailer or give them a call and see what options they have for in-store or curbside pickup. After almost a year of doing business in a pandemic you may be surprised how they have adapted and the purchasing choices they now have. Jumping in your car and having the local merchant load your purchase in your trunk is a small price to pay to help out your local community.
Pushback #3: I have to buy a gift, and it is just easier to give a gift card from Amazon/Best Buy/Target…
Let’s face it, we all love gift cards. They take seconds to give and the recipients can get just about anything they want. But they can also be a bit impersonal and buying one from a big box store does not help the community or small businesses.
Instead of buying a gift card to one of the big chains, take a couple of minutes and find a local business in the recipient’s community. Maybe you know a restaurant that they love, or a local clothing store they frequent. If not, Google the local Chamber of Commerce to see the local businesses in the community.
A gift card with the message of “I thought you would enjoy a dinner at this great little restaurant down the street from your house” will show the effort you made even if you are sending a gift card.
You can also consider buying a gift card from a website where exclusively small businesses sell. The one that comes to mind is Etsy, but I’m sure there are others (leave websites where small businesses sell in the comments!). Not only will the recipient find a unique gift you will be helping a small business.
Pushback #4: It’s just easier to buy from Amazon
This is the catchall pushback I hear and, unfortunately, it is probably true. Amazon (and a whole host of national chains like Target and Wal-Mart) have made it exceptionally easy to do business with them. In literally five clicks you can have your purchase on its way to you. We all love the convenience.
But if you think small businesses are the backbone of our economy and our communities then you need to resist the grasp of the Amazon ilk. You need to make a little extra effort to support the small guys even if you don’t get your order delivered in two hours or if you have to pay a bit more.
Do your best to do your part
Research indicates that up to 70% of a purchase made at a small business stays in the local community. Payroll is paid to local employees. Rent is paid to a local landlord who pays local property taxes. The business uses local services like accountants and electricians which employ local residents. Buying local means that more of your money stays local and supports your community and neighbors.
The next time you need to make a purchase think about making a little extra effort to support small and local businesses. I think it is safe to say that the last thing we want to see when we finally emerge from this pandemic is a retail landscape dominated by impersonal big box stores and internet giants. Our communities need small and local businesses — they are the backbone of our hometowns and give them vitality and life.
I’m sure I missed some common pushbacks about shopping small and local. Share some additional pushbacks (and your pushback to the pushback!) in the comments.
