Support local retailers this holiday season

As we enter the post-thanksgiving holiday shopping season, one industry group estimates that sales will increase 6% over 2020.

The Retailers Association of Massachusetts (RAM) on Monday released its annual forecast, which doesn’t match 2020’s 9% sales surge, or the National Retail Federation’s forecast of an 8.5% to 10.5% boost in retail sales.

However, a 6% increase would be the second largest in the last decade, bolstered by fourth-quarter inventories that are up by 4.1% over 2020, according to a survey of RAM members.

Like other industries, retailers have faced multiple pandemic-created obstacles. RAM members listed inflation, inventory delays and staffing shortages as the three top challenges this season, according to the survey; stores also reported that payroll costs were up 6.7% over 2020.

Holiday sales account for about 20% of annual retail sales, according to RAM, which indicated 60% of its members will offer online sales, up from 50% a year ago and only 29% in 2019.

While online sales nationally are projected to reach 25% of all retail transactions, RAM said internet sales are expected to account for just 5% of total holiday sales at smaller Massachusetts retailers.

In an effort to encourage shoppers to spend their holiday budgets locally, Gov. Charlie Baker and Lt. Gov. Karyn Polito joined RAM officials at shoe and music stores in Needham on Monday to launch a campaign urging people to actively consider where they choose to shop.

“Much of the Massachusetts economy relies on all of us doing our part, so we need to shop like jobs depend on it, because they do,” Baker said in a statement. “By choosing local, you’re sustaining jobs in your community.”

The retail sector employs 600,000 people in Massachusetts, according to RAM, which represents 4,000 retailers and restaurants.

Also, beginning Monday, a #BUYINMA ad campaign featuring radio and digital ads encouraged shoppers to visit Buyinma.org to learn about promotions and savings available at local stores and restaurants.

And consumers can show their appreciation for retailers in their community this weekend by supporting them on Small Business Saturday, Nov. 27.

Launched in 2010 by American Express, it seeks to help small businesses gain exposure and encourage shopping locally during the holiday season.

By 2013, communities began celebrating the holiday by pledging support to their local businesses and organizations.

According to American Express, when you shop or dine at a local small business, 67 cents of every dollar stays in that community.

Small businesses also provide job opportunities for residents in your community. That’s backed up federal government data that shows local small businesses employ 46% of the Massachusetts workforce.

Shopping locally helps attract businesses to city and town centers, an economic boost that helps keep them thriving throughout the year.

This year, Small Business Saturday coincides with Lowell’s City of Lights Parade festivities.

Although the procession of floats and other vehicles to City Hall doesn’t begin until 4:30, there’s plenty of activities and retail opportunities earlier in the day in and around the downtown.

And of course, after the illumination of City Hall, which occurs around 6 p.m., revelers can avail themselves of the many downtown restaurants and entertainment establishments.

We urge residents of the Merrimack and Nashoba valleys, plus the Fitchburgleominster Twin Cities area to support their local retailers this Saturday and throughout the holiday season.