The hometown advantage (Opinion, Daily Journal)
When money is tight, it's easy to find yourself on the Internet trying to find the best deal for holiday gifts. When money is tight, a trip to the big box retail store may be more alluring with the promise of value. It is common knowledge that consumers do business where we get the best value for our time and money and local merchants can be seen as a luxury because they cannot compete with the bulk business of corporations. It is those very corporations that have the luxury of spending money on advertising to convince us they have the best value. Larger retailers have the money to buy advertising on television, on the radio and in larger print media to convince us they have better products and prices. We assume shopping at chain stores brings more value, but that just may be simply because we don't know what value local stores have.
So why shop locally?
Local businesses add to the character of our city. Who can think of San Mateo without Wisnom's? Redwood City without Bob's Courthouse Cafe? Burlingame without Malouf's? Half Moon Bay without Cunha's? San Bruno without Lullaby Lane? Our built terrain is constantly in flux, but some continuity not only adds comfort, it provides a sense of community.
Local businesses hire local workers and have more propensity to carry locally-made products. Small manufacturers of local products often get their only chance to sell their goods through local businesses.
Local businesses have a vested interest in the health of the community and owners and managers often serve on local boards and give to local charities. Corporations set aside money for the community-based charities but most nonprofits rely on local business owners for charitable donations. When was the last time you saw a Little League team sponsored by Wal-Mart?
Local businesses are nearby and will save you money in gas. You may even be able to wak to them and explore your nearby neighborhoods. Shopping locally can save you money for shipping and you never have to worry about it arriving on time.
But most importantly, local businesses keep your dollars in the community in which you live. When you shop locally, the dollars that might go to other states or countries, stay here. It is that money that pays for your police and fire service, fills your potholes and keeps your libraries open and your parks maintained. It is that money that keeps storefronts filled and creates a vibrant place for you to live. With consumer confidence at a 28-year low, the average shopper is not the only one suffering with fear. It is also the local merchants, who keep jobs in the community, pay for city services, offer opportunities for local manufacturers, donate time and money to local charities, maintain local character and also, just happen to be your neighbor. Now that's a hometown advantage.
- Written by Fiona
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