By supporting independent merchants, customers can discover unique offerings, get attentive personalized service, and help to strengthen their communities.

In this post, we’ll explore some of the reasons that customers shop local – plus a few ways that small businesses can promote and enhance these key benefits.

For every $100 spent at local shops, two-thirds of that money stays in the community.

1. Every Purchase Is a Story
   Sure, shoppers like bargains and convenience – but fundamentally, we’re a storytelling species. A local transaction is a chance to participate in an unfolding narrative that speaks to our community’s heritage, culture, and sense of place.

   Start by telling your story – use your in-store and online presence to tell customers who you are and why you’re passionate about what you do. Treat product descriptions like local lore, too: think “hand-hewn black hickory sustainably sourced from Pleasant Grove,” not “wooden handle.” On social media, use videos to show the process behind the product.

2. Your Money Stays Local
   For every $100 spent at local shops, two-thirds of that stays in the community in the form of wages, taxes, and support for other small businesses. At national chains, local reinvestment drops to around half – and online shopping contributes almost nothing.

   Take any opportunity you can to show how the revenue that your small business brings in is recirculated throughout your community. Highlight your donations to local charities, partnerships with local suppliers, and your own patronage and support of nearby merchants. And why not post a simple pie chart showing that two-thirds statistic?

3. Experience Is Everything
   Experiential retail, retailtainment, and immersive shopping aren’t just fashionable buzzwords. They’re part of the natural evolution of commerce, and brick-and-mortar Main Street businesses are ideally positioned to embrace these trends.

   Maybe you can host special events where customers can get an exclusive peek behind the scenes or a hands-on demonstration. Or enhance your day-to-day ambiance with local artwork, music, or refreshments – anything you can’t find at a big-box store. Tech-savvy? Look into in-store augmented reality (AR) experiences.

4. In-Person Is Still In Style
   It might seem like everything is going virtual, but research shows that consumers value meaningful human connection. Even purportedly tech-obsessed Gen Zs prefer to transact face-to-face – with a third logging off social media for good.

   When it comes to offering personalized shopping recommendations, you’ve got the competitive edge – no big data required. Make sure that your frontline staff is adequately trained and empowered to offer one-on-one guidance to your customers. You can reward repeat visits with a creative loyalty program.

5. Shopping Small Generates Jobs
   Collectively, U.S. small businesses are a job-growth powerhouse. While representing less than half the total workforce, they create two-thirds of all new jobs. That means local shoppers can directly contribute to a revitalized workforce.

   Introduce your team on your website and social media to show your customers how you’re tapping into local talent. Are you hiring? Highlight the benefits of working for a small business, like the chance to develop a more varied skill set. Consider offering work experiences through local schools.

6. Unique Offerings Abound
   While national chains have to base their offerings on broad consumption patterns and scalable supply chains, local businesses are able to offer distinctive, thoughtful goods and services that are designed to delight one customer at a time.

   Profile local artisans, service providers, and others who have a hand in the creation of whatever it is that you sell. Offer customization options, in-store concierge services, bespoke subscription boxes, or other personal touches. Focus on freshness – whether you’re selling fruit or fashion.

7. Small Is Sustainable
   Shop small, shop green. Local products don’t have to be transported as far, which can reduce their CO₂ footprint by up to half. Plus, by supporting a dense, vibrant retail core, shoppers can reduce sprawl and save time, money, and emissions.

   As a small business, you can compound these advantages by using environmentally friendly packaging and supplies. Consider “adopting” a local sustainability nonprofit and doing an annual teambuilding activity or fundraising drive. And educate your clientele about the positive impact they’re creating.

Let’s Work Together

Collaborating with other local businesses and organizations is a great way to multiply the benefits of the shop small movement. For more tips and resources, consult your financial institution.