Years ago, a dozen consignment shopkeepers and I wanted to go out to dinner together. I suggested a locally owned, mom-and-pop (literally!) Italian restaurant. The group decided upon a chain Italian restaurant instead.
The local restaurant, since we would be a major part of that evening’s business, had been excited and offered to rearrange their smaller dining room for us “so you can enjoy yourselves.” The chain restaurant refused to make a reservation and required an “automatic tip” of 18%, whether we got good service or not.
What’s wrong with this picture?
That we, as a group, had been bemoaning the lack of “loyalty” to small shops. That we understood the economics because we could see how they were directly related to our businesses: 12 more diners in a small restaurant would likely be a profit-maker for them and how the chain, disdainful of a “mere” dozen members of the public, thought nothing of making us wait in their overcrowded foyer. We were just part of a herd there.
The situation was an eye-opener for me.
That a dozen shopkeepers whose opinions and values I respected, misplaced the knowledge that “shopping local” starts at home… well, at store, but you know what I mean.
Does your shop shop local? Do you first check the local hardware store, farmers’ market, cafe before you head to Lowe’s or Publix or Starbucks? When you have a chance, do you mention that you appreciate their being in the community, and that you too are a local shopkeeper?
Is your small business willing to, maybe even, spend a little more to keep the sandwich shop downtown in business rather than the McDonald’s? Do you buy your hostess gift at the little gift shop three blocks away rather than dash into Bed Bath & Beyond, and do you tell your customers about how interesting that gift shop is? Do you send press releases to your local paper (strapped as it is for reporters, it might even publish your story in full) to help them put out an interesting issue, even if you think “no one reads the paper anymore; everyone’s on the Internet.” And speaking of the Internet: does your web site link to neighboring stores? Do you ask them to link to you? Do you blog about local services and establishments? That’s a way to prove to your town that your shop shops local.
Walk the walk before you nudge others to do so.
More of what I suggest, if you want your customers to “shop local”, “shop small.”
How does your shop help support your retail peers? Hit the comment button below.
Auntie Kate The Resale Expert 
I run a small, local insurance COMPANY that has been around for 142 years….always in the same town, employing local folks and participating in the community. People forget about a service like insurance when they think local vs global. They may go to a local AGENT, but then their coverage is placed with a NATIONAL carrier (think Big Box store). I’m thrilled that LOCAL is forefront in the mind of the public, as it can only serve to make life better for all of us with local jobs!
My staff holiday party will be at a local, family owned restaurant that I love. Actually, my family just ate there Friday night, too. I couldn’t think of a better way to unwind after the crazy Black Friday that I had. They seriously have the best homemade salad dressing anywhere. You can buy it to bring home, which I do. My daughter is actually eating it right now. 🙂 We small business owners have to stick together.
You are spot on Kate. We can’t ask others to do what we don’t. You know that whole talk the walk thingy.
My husband and I have always chosen the local dining establishment over a chain. I simply refuse to wait in line for dinner, and then put up with wait staff that change on a weekly basis. We love local eateries because the owner is usually on site and the menu will be unique and yummy.
My shop always checks the local merchant before going “big box”. In fact, the hardware store recognizes me on site and knows the brand of paint I like best. Can’t beat that kind of service. The customer service in small shops is the best and makes the experience just, better.
You are spot on with this one Kate. I’m laughing remembering a trip to NYC when my husband’s friends wanted to go to Olive Garden because we didn’t have one in our town. My husband was perplexed and horrified, and we left our friends to go to Little Italy.
Anyway, I’m sure we can all do more to promote local small business.