9 ways to support small businesses
In the early weeks of the coronavirus pandemic, consumers buoyed small businesses with gift card purchases and online fundraising campaigns. But as the pandemic persisted and restrictions constrained operating hours, many independent businesses continued to struggle.
Throughout the country, owners have creativelycome up with strategies to keep businesses afloat, which benefits consumers, proprietors and a neighborhood’s commercial health
“There’s a multiplier effect,” said Bill Brunelle, the managing partner of IndependentWe Stand, an organization that helps its small-business members nationwide with marketing. “If you buy at a hardware store, that owner may hire a local accountant, while the employees may go to local restaurants and other nearby stores. The success of one business can steamroll through the economy.”
So how can consumers contribute to this virtuous cycle, especially during the all-important holiday season? Here are some tips to consider.
Buy local
Before you reflexively hit “place order” with an e-commerce behemoth, find out whether a local retailer offers the same item. Independent bookstores, for example, can often order and quickly receive your selection.
Go to the source
There are always times when you need delivery. But on other days, think twice abouthowyouordertakeout. Rather than using a delivery app, ask for curbside pickup: Sites like Grubhub andUber Eats charge restaurants fees that can reduce already thin margins. Instacart and Shipt, two companies that offer shopping and delivery, also charge the merchants who use the sites.
Be social
Help bolster a business’ social media presence by “liking” hardware stores, dry cleaners and other independent shops on Instagram, Facebook, LinkedIn and Twitter. Write positive reviews, post photos generously of purchases, and don’t forget to tag the businesses. And consider slightly broader efforts, likecommunity email lists and social media groups likeNextdoor.
Beyond charity
You can double the effect of philanthropic efforts by involving small businesses whenever possible. Order meals for essential workers from independent restaurants. Shop localwhen buying for clothing drives. And even if it’s a bit more expensive, purchase from local markets for food drives.
Loyalty counts
Service businesses — including personal trainers and hair salons — have especially been affected by the pandemic since they are among the trickiest to reopen. Gift cards help, but so does generous tipping for the ones that are open.
And remember that small businesses rely on regular customers, even as they try to attract new ones.
Accept the rack rate
Everyone loves a discount, but perhaps now is not the time. If you can afford it, pay full price.
Participate in community efforts
While the pandemic has left many feeling isolated, local business organizations are trying to fill the void with socially distanced community programs that can spur economic activity.
The Chamber of Commerce in Wellfleet, Massachusetts, on Cape Cod, for example, is sponsoring a monthlong, onlinebingocontest in which each square is a “call to action,” including donating to a local nonprofit or taking a virtual class.
Offer your skills
If you’re an accountant, a lawyer, a banker, or a digital marketing specialist, toname just a few, local businesses maywelcomeyourhelp. Kimberly Pardiwala, for example, who most recently led a business that arrangedgroup sales for Broadway shows, grewconcerned that restaurantswould again suffer with the onset of cold weather. The Larchmont, New York, resident approached David Masliah, the owner of the town’s popular Encore Bistro to order prix fixe dinners regularly for her neighborhood association. “We are all so separate now, so it’s important to restore our community,” she said.
Practice kindness
Proprietors are under enormous pressure right now, so share emotional support when you can. Ask retailers how they are and inquireaboutemployeeswho may now be unemployed.