Kim Mardis

Something that I’ve noticed since being involved with a small business, that I admittedly may not have considered before, is that people tend to be more willing to support a national brand rather than supporting a local business that offers an identical product. Why is that? Is it that people are more inclined to buy from a national brand out of seeking proximity to clout? Is it that it makes the consumer feel important and warm and fuzzy inside to say that they purchased something from a retailer in NYC rather than buying from a local business that sells the exact same product even at a lower price? I’m genuinely curious. Is buying the exact same product from a local business seen as a downgrade of sorts? I believe in loyalty. For example, if I want to get flowers for my wife, I wouldn’t order from 1-800-Flowers. I would instead order directly from Fox & Fern. If I wanted a good breakfast, I wouldn’t go to IHOP, I would grab breakfast from Bluegrass Grill. If I wanted a cup of coffee, I wouldn’t go to Starbucks, I would stop by Sleepyhead for a caffeine fix. If I wanted chocolates, I wouldn’t go online and order from Hershey, I would order directly from Cocoa Asante. In short, please think twice before you make the conscious decision to purchase items from a national ‘hip’ brand when you have the opportunity to purchase the exact same product from a local store. Because local stores reinvest in the community that you claim to love. The national brands couldn’t care less about you or your community. You’re just a number to them. Whereas, when you shop local, the individual store owner will likely be more invested in you and your story. They are more inclined to remember you and your individual transaction. You’re not just a sales figure to them. So, when you wonder why so many small businesses are closing their doors in this tough economy, remember that you, as a consumer, have the power to help by shopping local instead of buying from a national brand.