An Open Letter to 2012 Holiday Shoppers

Before you set out on your 2012 holiday shopping adventure I wanted to point out that – just by doing what you’re going to do anyway (shop) – you have the opportunity to improve the economy.

Let’s face it, it’s pretty obvious that the government has neither the will nor the disinterested common sense needed to do the right thing when it comes to cutting spending and reducing the tax burden on small businesses – you know, the ones who provide the JOBS – in order to stimulate the economy. It’s pretty obvious that the 1% are not going to endow each of us with a portion of their riches (nor do I think they should). And it’s obvious that big business won’t, either.

So that leaves it up to you and me: It's the shopping choices we are about to make that have the ability to make the real difference.

I live near Auburn, Washington, a town of about forty thousand people. If each Auburn resident, aged 18 and over, spent just $10 a month more with local, independent businesses, the impact to the local community over the same 12 months would (estimated-ly) be well over 2.5 million dollars. Increase that number exponentially when you up the amount.

If you want more jobs in your community, spend (more of) your money with local, independent businesses. And seek out and ask for American-made products, whether you're shopping locally or online.

When it comes to holiday shopping, seek out local craftspeople and purchase truly unique gifts for your family and friends – locally-made jewelry, t-shirts and other novelty items, boutique retail items, home décor items, restaurants, or even give the gift of photography services, home renovation or handyman services, landscaping, beauty, spa and other services to those on your local gift list, rather than the same-old, same-old  you see in all of the chain stores.

You'll find lots of local, independently-owned businesses represented at events in your community in the form of holiday bazaars and festivals.

Ask your hair stylist, friends and family for local recommendations.

Use social media to find local gift shops, artisans and craftspeople.

Once you start looking, you're going to be amazed and inspired by the amount of talent and fantastic options that have been flying under your shopping radar the whole time!

And when your friends and family ask what you want for a gift, ask for gift cards, products or services from local, independently-owned businesses and entrepreneurs.  

Not only will more of every dollar you spend stay in the local community to be repurposed for additional local expenditures, locally-made retail and new JOBS (there’s that word again!) but there are other benefits that trickle down into your community as well.

Local merchants and entrepreneurs re-invest their profits not only in their own businesses, but they also provide direct support to your local schools, community arts, music and theater programs, charities, etc. Many local businesses even go one step further and seek out needy families to ‘adopt’ during the holidays or even all year long.

It’s not just that you make a difference by spending your money with local, independently-owned businesses (vs. chains). It’s that you make a real, lasting difference – one that benefits real people right in your community!

By all means, shop— and Shop local! 

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Elizabeth Kraus is the owner of Be InPulse branding, marketing and design and author of 365 Days of Marketing and the 2012 Small Business Marketing Calendar: Little White Marketing Lies.