Marketing to Women: Why Shopping Local is Important

December 16, 2014 § Leave a comment

Linda Berry, Bella Linea Owner

Linda Berry, Bella Linea Owner

Shopping local is more than a trend. It is growing for several reasons. Shopping local is good for business, good for the environment and good for our desire to find one-of-a-kind, meaningful products.

Good for Business

Local shopping is not insignificant. In a world of online shopping and big box retailers, the 23 million independent stores in America account for 54 percent of sales. These independent stores provide 55 percent of jobs, and 66 percent of all net new jobs since the 1970s.

One study says that local business generates 70% more local economic activity per square foot than big box retail. Keeping dollars in the local economy has been the rally cry for small business. My friend Linda Berry, owner of fine linen store Bella Linea in Nashville, Tennessee, recently shared some of the facts with her customers to reinforce the importance of keeping dollars in her community. She shared statistics showing that for every $100 spent at a locally owned store, $45 remains in the local economy, compared with about $13 per $100 spent at a big box and almost zero for online shopping.

A movement around Shopping Local has begun. American Express founded Small Business Saturday in 2010 to encourage consumers to visit small businesses in their community as part of the after Thanksgiving shopping. This year shopping local has grown double digits. A report from the National Federation of Independent Business (NFIB) and American Express – the Small Business Saturday Consumer Insights Survey – revealed that 88 million consumers “shopped small” this year, up 14.9 percent from just a year ago.

Good for Our Need for One-of-A-Kind Finds and One-of-A-Kind Experiences

Shop-Local-This-Christmas-300x278Many retailers like Linda Berry also talk about the importance of meeting needs for today’s shoppers. Linda spends time traveling to find and create one-of-kind products that her customers can’t find anywhere else. Services like free designer consultation and free gift wrapping make small businesses like Bella Linea stand out among the mass marketers.

Trends like eating local and the Maker Movement also continue to provide unique goods and experiences that meet the desires of today’s consumer. The Maker Movement really captures the group of people creating individually made pieces for the home, small-batch food products, hand-knit, handmade and hand crafted items that can’t be mass produced.

Food has gone local with independent restaurants, local food purveyors, handmade food products and farmers markets proliferating.   Beyond the food, food experiences have become custom as well. There are food tours, hands-on cooking lessons and small batch wine classes.

Good for the Environment

And, surprisingly, shopping local is also good for the environment.   Shopping locally helps cut down on processing, packaging and transportation waste, leading to less pollution and less fuel consumption.

So, with just a few days of the shopping season left, visit a local store and make a difference in your community.

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