Shop local this holiday season
With a little over a month until Christmas, the holiday shopping season is underway.
Across the country people are making their holiday shopping lists, setting up gift exchanges and planning out how much they will spend on gifts this year. Forbes reported that experts predict a worldwide 2% growth for November and December, totaling $1.19 trillion, with U.S. sales expected to be up 2% from last year. According to the National Retail Federation, Americans are projected to spend on average $902 per person on holiday gifts and activities. This is up $25 per person from last year and beats out the previous record of $886 per person set in 2019.
As we head into the 2024 Christmas season consumers must remember to put their shopping dollars to good use reinvesting in their community and look to independent and community-based businesses for their holiday needs rather than through online retailers.
In recent year there has been a resurgence in shopping small with a growing number of consumers choosing in-person shopping at stores. While 57% of all adult consumers plan to purchase their holiday shopping needs from online retailers, this is down from 61% who planned online purchases in 2020.
While this trend is a move in a positive direction, it is important for holiday shoppers to support the businesses that help keep their communities strong.
When you are buying items, remember the businesses whose names are on the back of your children’s sports jerseys or at ballfields, gyms and arenas showing their ongoing support of local programs. Remember the names of those who have given to community projects or who have helped bring events and fun things to do to the area. In doing so, think about how much these businesses give back to the local community, not only in donations, but through wages of employees and tax dollars to local municipalities.
Think also of huge online retailers. Where are they when the community comes together for a benefit in support of someone in need? Where are they when a sports team needs a new scoreboard or to help keep youth programs affordable for families? They are too busy counting the billions siphoned out of local communities with little shown in return.
It would be hypocritical to suggest that people do no online commerce this holiday season. There are some goods and services which simply are not available at local stores. However, it is important to check with local stores first before assuming it will be more readily available or cheaper online.
It is also important to not discount the value of customer service and product knowledge. Rather than relying on questionable ratings from anonymous sources, the local store workers and owners know they will see you in the community and won’t simply make the quick sale, but make sure that you are satisfied with your purchase and be able to answer your questions. This service component is especially important if you are looking to purchase tools, firearms or any other specialized item. Knowledgable sales staff and customer service, both before and after the sale, can be the difference between a Christmas morning to remember and one you would like to forget.
As you set your budgets and make your shopping plans this Christmas season, put local brick and mortar businesses at the top of your list of places to shop.
The Central Wisconsin Publications Editorial Board consists of publisher Kris O’Leary and editor Brian Wilson.
