Make shopping local a habit year-round

Last weekend was Small Business Saturday, a day to celebrate and support small businesses and all they do for local communities.

Founded by American Express in 2010, the Saturday after Thanksgiving, wedged between the Black Friday rush to shopping centers and outlets and the Cyber Monday crush of online shopping and one-day deals, is promoted as a day to Shop Small at locally owned businesses, particularly in downtown shopping districts.

Small Business Saturday is officially co-sponsored by the Small Business Administration and in partnership with many local chambers of commerce. It has become an important part of small businesses’ busiest shopping season and provides a significant amount of revenue for business owners as well as bargains for consumers.

If you missed this one-day opportunity to patronize your local businesses, don’t fret: Supporting small business needn’t be a one-time thing. We strongly suggest it become a regular habit.

The day itself has grown as a popular kickoff to holiday shopping. Spending among U.S. consumers who shopped at independent retailers and restaurants on Small Business Saturday reached an estimated $23.3 billion last year, according to the 2021 Small Business Saturday Consumer Insights Survey commissioned by American Express.

But it’s about more than money: Shopping at small businesses builds up communities and creates a culture of unity. In the early days of the COVID-19 pandemic, as businesses and restaurants were shut down by public health orders, advocates for shopping local and the business owners themselves rallied around ways to generate revenue and keep businesses in operation. Stores started curbside delivery; restaurants ramped up takeout, and marketing groups came up with creative ideas to keep spending local at a time when businesses were on the brink.

New initiatives sprang up in response to the sudden, devastating effects of the pandemic. Chris Lerch, who is director of marketing for the 422 Sportsplex in Pottstown, started Hello 422 in 2020 as a passion project to bring awareness to small businesses struggling during the pandemic shutdown. His organization spotlights local shops along the Route 422 corridor, from Pottstown through Phoenixville.

“When you think of your hometown, it’s the small businesses that really make it up,” Lerch told Reading Eagle reporter Keith Dmochowski. “They’re owned by people in your community, the employees are people in your area, they contribute, they’re the places you go with your family … They’re just ingrained.”

A cornerstone of Hello 422’s support for small business is the semi-annual Shop Small to Win Big event, where customers who spend $50 or more at local businesses can submit their receipt for a chance at winning thousands of dollars in gift cards. Shop Small to Win Big has driven more than $230,000 in local sales, according to Hello 422’s website.

Shopping local is an economic driver for communities, and it’s not just the shops that benefit. Studies have shown that 48% of money spent at local businesses is recirculated locally, compared with 14% at a chain store. About half of U.S. jobs are created by small businesses.

The personal touch in customer service is another benefit that results in a sense of satisfaction. A real person in real time to answer buying questions or make a product recommendation creates less frustration and stress. And it reinforces that sense of community.

“They (small business owners) are your neighbors, they’re the parents of fellow students on your kids’ soccer team, they’re sponsoring the soccer jerseys,” said Eileen Dautrich, president of the TriCounty Area Chamber of Commerce, which serves Berks, Montgomery and Chester counties.

Many events that families enjoy — farmers markets, parades, street festivals — would not be possible without the participation of small businesses. Just last weekend in the tri-county region, towns had prize giveaways, carriage rides, gift basket drawings, and even a “nacho crawl” featuring 21 restaurants along the 422 corridor, all sponsored by local businesses.

We’re sorry for those who missed the fun and good cheer of Small Business Saturday, but it’s not too late. Supporting locally owned business has benefits every day. This holiday season and in the new year, making a habit of shopping local can be a positive and affirming way of boosting your community. The benefits make it well worth the effort.