Henry Ford said, “Coming together is a beginning, staying together is progress, and working together is success.” On November 30, shoppers, civic leaders and small businesses will once again harness the power of working together and unite to celebrate the 10th annual Small Business Saturday. The congressionally-sanctioned event encourages people to revitalize their own communities by bringing holiday shopping to local merchants like those at the Danville Livery. This is a community event we should all earnestly endorse.
There are common sense reasons to shop local centers like the Danville Livery—reasons beyond the charm of the property, or the opportunity to find merchandise unavailable at big-box stores. Perhaps most importantly, most of the money you spend—and much of the tax you pay—stays local. How much exactly? According to research printed in “USA Today” $68 of every $100 spent. This is money that improves schools. Or pays local police. And money that evaporates into cyberspace when you click “buy now” online.
Further you’ll raise your own property values. What do prospective homebuyers ask most about after the local schools? The shopping of course. And a vibrant community of local shops just adds to the allure of your own house and your own neighborhood.
These small businesses are job creators—some suggest the most important job creators in the country. The Small Business Administration reports that more than half of U.S.jobs since 1995 were created by small businesses. The SBA also reports that since 1990 big business has eliminated 4 million jobs; small businesses have added 8 million jobs.Every time you grab a bagel and dark roast at a local coffeehouse or select a new bag at a neighborhood boutique, you could be creating a new job at the same time.
These small merchants are also joy creators. They welcome you to gather, to touch, to take part in their dreams. Their stores represent a little piece of their imagination, and their time with you is a personal investment. Customer service is extraordinary because the clerk who greets you and helps you navigate one-of-a-kind merchandise is almost always the actual owner. This is the sort of one-on-one, human experience that is disappearing in America, a little piece of heartland still down the street in your local center.
Remember also that these merchants are your neighbors—literally. They sponsor Little League teams. They volunteer at local churches. Spending money in their stores strengthens the fabric of the community, our community. It’s reciprocal. It’s respectful. It’s the right thing to do.
The SBA found that 96% of consumers who reported shopping on Small Business Saturday said the day makes them want to Shop Small all year long, not just during the holiday season. American Express, the originator of Small Business Saturday, reports that when the national event first began a decade ago, more than 1,400 individuals and organizations signed up as Neighborhood Champions. By 2018 there were more than 7,500 Neighborhood Champions across all 50 states. Further, American Express tells us, business associations, municipalities and public officials have united to form a Small Business Saturday Coalition to encourage everyone to shop small.
Something must be going on beyond the purchases, something that connects us to local merchants and to each other. This is what communities do, work together, as Ford said, to create a sense of purpose and prosperity. Local centers like the Danville Livery are the front porches to our East Bay neighborhoods. We should certainly find time to call on our neighborhood merchants on November 30, but just as important, we should make time to visit year-round. After all—we’re all in this together.
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