‘Buy Local’ Campaigns Paying Off
January 18, 2010 According to a national survey of more than 1,800 independent businesses, independent retailers were up an average of 2.2 percent for the holiday shopping season.
This survey also found independent retailers in cities pushing the "buy local" or "think local first" campaigns reported stronger holiday sales than those in cities lacking such campaigns. These campaigns have been launched by local business alliances in more than 100 cities and towns. Independent retailers in these cities reported an average increase in holiday sales of 3 percent, compared to 1 percent increases for those in cities without an active buy-local initiative.
Public awareness was a huge in help in these growing numbers, where nearly 80 percent of those surveyed said public awareness of the value of choosing locally owned businesses had increased in the last year.
The survey was conducted by the Institute for Local Self-Reliance, a non-profit research organization, in partnership with several business organizations, including the American Booksellers Association, American Independent Business Alliance, American Specialty Toy Retailers Association, Business Alliance for Local Living Economies and National Bicycle Dealers Association.
"This survey adds to the growing body of evidence that people are increasingly bypassing big business in favor of local entrepreneurs," says Stacy Mitchell, senior researcher with the Institute for Local Self-Reliance. "Amid the worst downtown in more than 60 years, independent businesses are managing to succeed by emphasizing their community roots and local ownership."
Added Jennifer Rockne, director of the American Business Alliance: "These results reinforce what we’ve heard from our local affiliates—that their campaigns are yielding real dividends and shifting local spending. That’s good news for their local economies. Studies show small businesses keep more dollars circulating locally and generate the majority of new jobs."
For more on the increased interest of local businesses during the recent holidays, click here.
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