While Black Friday is now behind us, many shoppers have yet to
complete their holiday lists and are still trolling for good ideas.
Big box retailers and internet web sites have become an
increasingly common solution for holiday shoppers but there are a
stocking full of reasons to stay local for the holiday season.
Chain stores often lure shoppers with discount pricing but Hal
Beck, director of the Windsor Chamber of Commerce, said shoppers
should evaluate the cost of travel to the big-box stores when
evaluating the discount deals. He said many local stores have
competitive prices that become even more reasonable as the price of
gas continues to rise.
“Most of the time you get better service and can frequently get
competitive pricing,” he said. “Some people like to sit on the
freeway at $3 a gallon for gas, plus the frustration. They are
probably behind when you come out at the end of the day.”
Beck said a better measure for shoppers is to measure value over
price. The sticker price doesn’t tell the whole story, leaving out
the time, effort, car trips and parking hassles. Adding it all up,
shopping locally is a much better value for money, Beck said.
“There is always the myth of saving money by driving down to
Rohnert Park,” he said. “I think that’s a myth and I know you’re
not going to get the service.”
David Culley, owner of Windsor’s KC’s Downtown Grill and acting
president of the Windsor Business Improvement District said
shoppers who stayed local would benefit from a more localized
service from the actual owners of the stores. “It’s a much more
personalized service,” he said. “The owners go above what a chain
store would give. Owners are actually here and have fairly unique
items.”
Beck said local store owners are also better equipped to provide
advice on gift purchases as the clerks will be more familiar with
their product. He said shoppers at a local hardware store were more
likely to find a clerk who has installed a piece of plumbing or
laid a floor tile and can relate that experience to the customer.
“I typically don’t go to save money at Costco for tires because if
something goes wrong I like to be able to roll in and talk to the
guys,” he said.
Shopping locally also has a ripple effect that supports the
larger community. Many local stores sponsor sports teams, donate to
schools and work with the nearby stores to improve the
neighborhood. “There is the whole community thing,” said Beck.
“They are the people who are going to support local teams, put the
sign up on the field, lend a back hoe to dig something or move
something. It’s the merchants that donate to the pageant at the
church, or provide Halloween or graduation programs at the high
school.”
Beck said the successful local merchants give back to their
towns but also form the economic foundation for a community. “The
ones that are in the area are the ones that are providing local
employment,” he said. “They’re putting money back into the
community and doing business with each other; that’s a big chunk of
the economy.”
Chain stores typically install large, predesigned units that are
essentially clones of preexisting locations. While a mega-mart may
employ local residents, a multitude of local retailers are going to
have a larger impact on the local economy as they provide greater
opportunities for support businesses like accountants, insurance
brokers, computer consultants, attorneys, and advertising
agencies.
Wendy Powers of Country Home in Sebastopol said if shoppers
support a vibrant local economy, merchants are more likely to
provide additional services, creating a positive system of
reinforcement. “Many, many merchants try really hard to bring the
community things that they feel are of value and are a worthwhile
item to provide,” she said.
Shopping locally also provides direct support for local
governments. “Sales tax revenue is one of the largest sources for
any local government,” said Windsor’s Town Manager Matt Mullan.
“The more sales tax dollars, the more that comes directly back to
the town. It’s a direct correlation and a direct revenue
source.”
Sales tax revenue goes to support almost every type of activity
provided by local governments including fire, police and community
services activities so shoppers who stay local are providing a
vital service to their municipality. “It’s a very important
component of government solvency,” said Beck.
Teresa Ramondo Executive Director of the Sebastopol Area Chamber
of Commerce also said it is important to support the businesses in
town. These are small businesses that are our friends and
neighbors,” she said. “It’s a great opportunity for them and for
all of us. It keeps our local tax dollars here. What (shoppers)
spend here goes into our economy. What they spend elswhere never
comes back to do more good.”
Healdsburg Area Chamber of Commerce President and CEO Lynn
Woznicki said local shopping helps towns retain their sense of
character.
“When people shop locally, there is a circle of benefit that we
reinforce,” she said. “It’s feeding into all those elements that
make Healdsburg the place that it is and if we don’t sustain that
circle of support, we jeopardize the community that we enjoy.”
Ramondo said keeping money close to town also helps support the
local arts community. “I think that we have lots of local wonderful
artisans in a lot of our shops so that’s another opportunity to
keep the money local by supporting the arts community,” she
said.
Local shoppers can also find a more diverse selection of
products in smaller retailers. “There is so much duplication right
now in product in chain stores that the uniqueness of items offered
in our stores is increasing because the bigger box stores aren’t
bothering to carry those items,” said Woznicki. “They are not
taking time to go to the shows and hand pick items based on taste
and preference. They are just taking whatever corporate is asking
them to take. Our shop keepers hand pick what they want to
sell.”
Ramondo said in addition to building economic vitality,
supporting local community and generating jobs, shopping locally is
a ‘green’ decision for the environment. Staying off busy freeways
has extra benefits to the environment as local shopping puts fewer
cars on already congested highways and avoids consumption of fuel
while waiting for parking inside crowded malls.
In addition to the environmental benefits from reduced travel,
Ramondo said local retailers often have products that are better
for the environment. “Sebastopol is a unique shopping experience in
and of itself,” she said. “It’s eclectic and has a number of green
components and sustainable products.”
Local shopping centers provide a community gathering point that
enhances the atmosphere of a shopping trip. Windsor will be hosting
a “Windsor Wonderland” on Dec. 6 that will include music from local
choirs, trolley tours, horse-drawn carriage rides, holiday crafts
and the Town’s tree lighting.
Ramondo said the experience of shopping locally can be much more
enjoyable. “It’s less hectic than a lot of other shopping,” she
said. “You can park for free, walk to your destination and see
friends while you’re shopping.”
