As the annual Christmas shopping frenzy fast approaches, I am starting to see the “Shop Local” messages circulating on social media. Of course, shopping local with your dollars is great but it’s not quite that simple, as every small-business owner knows, especially those in rural towns where the options are particularly limited.
In the midst of a digital technological revolution, it is ridiculous to demonise online shopping especially when some of those online businesses are based locally and gaining benefit from a wider geographic audience.
Price will be a deciding factor for many consumers and businesses seeking goods and services – even if they do understand the multiplier effect of investing in their local community, their bank balance may dictate otherwise. Most of us have been in this position at some point in our lives, both personally and in business.
What we can do is at least have a conversation about how a local business-to-business transaction could be made more achievable. Similar to lay-by for consumers, why can’t businesses agree in advance to pay off an item or negotiate a discount as opposed to take their custom elsewhere? It’s worth a conversation if you have established trust.
Also, we should think carefully about how we promote our small business to the wider public. This should be all year round, not just at Christmas.
Lately, I’ve noticed the small independent IGA supermarket stores in rural areas displaying an A-frame notice explaining how they are part of the local community and the ways they put back into the community. Great idea. We all need to clearly articulate how we invest back in our community.
Do we encourage our customers to talk about their needs allowing plenty of time to source them if required?
Do we refer customers on and promote other businesses in the local area?
Do we lead by example and buy from other local businesses where possible?
Just to be clear. By local, I mean at a regional, state or national level. We are all in this together when it comes to a global economy.
Recently, my work took me across three states travelling through rural Queensland, New South Wales and Victoria. Along the way, it was great to browse the shops and start some early Christmas shopping. I did this consciously and without guilt knowing that my dollars were helping make a difference to these struggling rural businesses. Their warm smiles and gratitude were obvious for all to see.
A point of clarification: if you don’t give good service, then you don’t deserve anyone’s custom, whether local or not.
Every small business has the power to both attract and invest dollars wisely. I encourage you to think carefully about where your dollars will have the most impact all year round. And there is no time like the present to start.
Kerry Anderson – www.kerryanderson.com.au – businesswoman, philanthropist and community advocate from Central Victoria who is passionate about rural and regional small business
