Opinion: Shopping small pays year-round dividends

In just five short years, Small Business Saturday has graduated from a grassroots idea to its rightful place as a mainstay in the holiday shopping season.

The Small Business Saturday Consumer Insights Survey by the National Federation of Independent Business and American Express, reports 88 million consumers “shopped small” on the Saturday after Thanksgiving, up 15 percent from 2013. Two-thirds of the U.S. population acknowledged an awareness of the day, and expenditures topped $14 billion at independent retailers and restaurants – an increase of 2.1 percent from last year.

In downtown Springfield, art studio Springfield Hot Glass and clothing shop Modern Society set single-day sales records. Fellow retailers A Cricket in the House and Five Pound Apparel also noted strong traffic.

The benefits of shopping local can extend well beyond a single well-marketed day or even the Christmas season. Here’s a handy acronym to remember the “GIFT” of shopping small.

Genuineness
Online purchases, big-box stores and racks of gift cards on every corner maximize convenience. But they lack the personality of a local artist’s creation at Fresh Gallery, the satisfaction of helping those with disabilities at Art Inspired or an interesting conversation with Clive Gray or Ryan Rosenqist at Grayson Home on where they found your item.

These homegrown stores create unique stories. They offer the chance for the giver to share a piece of their community.

Investing locally
According to the American Independent Business Alliance, nearly half of purchases at local independent businesses is recirculated locally, compared to 14 percent of buys at chain stores. The increased circulation comes in the form of Springfield jobs, profits spent locally by owners, donations to charities and investments in public services, such as police, schools, parks and greenways.

Friendships
One of the important intangibles of shopping local is the relationship established with the owner. It gives the customer direct access to their expertise and an opportunity to offer input to someone who can incorporate those ideas into the products, menu or services.

A personal friendship with the owner deepens the purchase experience. I’m more likely to support local businesses because in addition to noted artistic and design talents, I know the strong roots they and their family have in the community. My Christmas budget is limited, yet it’s satisfying to know that a portion of the profits will support the hard work of local people.

Tomorrow’s entrepreneurs
Springfield has quality retailers that any downtown in the country would covet. With its low barriers to entry, strong universities, active art scene and supportive developers, downtown continues to serve as fertile ground for budding entrepreneurs. The challenge is broadening the existing base of stores to offer customers more choices and grow its market share of local purchases.

Who will be the next generation to follow in the footsteps of Mick and Paige Whitcomb of Nomad World Products, Nathan and Jennifer Falter of Springfield Pottery, and Bryan and Andrea Pena of Modern Society?

Supporting up-and-coming retailers by making purchases, talking to friends about favorite shops and posting in social media are investments in cultivating a distinctive and vibrant business mix for Springfield. Now, that’s a gift worth giving.

Rusty Worley, executive director of Urban Districts Alliance, can be reached at rusty@itsalldowntown.com.[[In-content Ad]]