F E A T U R E
Do You Support the Davids?
by V Editor Annie Tobey
Put your money where your heart is!
Now that the holidays are behind us, we probably all practiced that
admonition, sharing ourselves with friends and family, and perhaps
with our favorite nonprofit. Not only do we like doing things for those we love,
we also recognize that we have to give time and money to those we value in
order to keep them happy, and sometimes to keep them around! (Just ask any
husband who has forgotten his wedding anniversary!)
Although we’re not so concerned about keeping our local small businesses
happy, there are indeed many worth keeping around. And they can’t stay
around without our support, helping the Davids stand up to their Goliaths,
especially during these economically challenging times.
Voices have been raised against large chain stores in favor of local,
independent businesses for nearly a century. As Ellen Ruppel Shell reports in
Cheap: The High Cost of Discount Culture, chain stores rose in number from
approximately 50,000 in 1920 to 141,492 in 1929. At the same time, there
were 300 local and national organizations, representing about seven percent
of the country’s population, protesting these large conglomerates.
Chains have grown stronger despite the protests, but local businesses—
retailers and service providers—also persist. Though Starbucks may have
made coffee an enlightening experience, local coffee shops have adopted
the barista mentality, too. Although booksellers like Barnes and Noble and
Amazon offer customers choice and convenience, indie booksellers persist,
and provide benefits that the big box stores can’t. Local restaurants provide
tastes and experiences that aren’t found in national chains. Even clothing and
accessory retailers provide unique products that department stores don’t—
one local shop even offers a dress registry to make sure that none of their
customers face the embarrassment of seeing someone else in their dress on
that special night.
Of course, Goliaths aren’t necessarily bad—sometimes we need bigger
choice and smaller price—but if you value local, independent businesses,
give them your support!
Richmond’s Retail Merchants Association (RMA) introduced a program in
2009, “Think. Shop. Buy. Local.” As the program explains, shopping locally
supports the local economy. Not only do businesses reinvest locally, with
money and jobs, they are more likely to support community causes.
In addition, local businesses provide the advantage of local relationships.
Author Ellen Ruppel Shell compared it to the traditional bazaar experience:
“Bazaar culture assumes a symbiosis between buyer and seller, because
whether or not they trust each other, the buyer and seller need each other.”
They belong to the same community, and realize that there is reciprocity in
their exchange. Cheat your customer, and you stand to lose a return customer
and a reputation. Treat them well, get a repeat customer, referrals, and maybe
even a new friend.
Further, says the RMA, “For every $1 spent at local businesses, 45¢ is reinvested
locally. Non-local purchases keep, at most, 15¢ in your local community.” The
RMA summarizes the concept in their pledge: “I pledge to THINK first of my
local economy, SHOP first at my local businesses, and BUY first from local
companies who give back so much, in so many ways, to my community.”
Do you value local, independent businesses? If so, put your money where your
values are! They can’t live on appreciation alone! V
Publisher’s Note: We are not unbiased in including this commentary. We, too,
are a local, independent business! If you own or manage a business, we greatly
appreciate the chance to promote you as a V advertiser. If you are not a business
owner, support our advertisers—almost all are local, independent businesses.
And please tell them that you saw their ad in V, that they will continue to support
us, too!
www.myVmagazine.com
Vmagazine for women
• JANUARY 2010