Good
Business
National stores have a lot going for them–plenty
of inventory, lots of parking, big advertising budgets and, often,
one stop convenience. Unfortunately, they often thrive at the expense
of small, local businesses that are the heart, soul and character
of a community.
Adding a skirt and blouse on top of a cart full of groceries at Walmart
may feel like a shopping solution. Sometimes it is. But, every day,
the decision is causing small businesses across America to close their
doors forever. Family owned and individually owned boutiques, jewelry
stores, grocery stores, pet shops and specialty retail enterprises
are gradually being forced out of their business. The loss touches
everyone in the community.
Out of town visitors have no interest in visiting the national chain
stores that are in their own back yard. They want to see places that
are unique, the hand made items, the one-of-a-kind dresses, the proprietor
that calls customers by name, the store that sells custom made jewelry,
the restaurant with the owners’ personal specialty, any store
that sells things that are different from what they see everyday,
everywhere.
Residents, so accustomed to the get in-get out treatment of the superstores,
forget how nice it is to be welcomed by an owner, how nice it is be
waited on by someone whose interest isn’t reflected by minimum
wage, whose conversation isn’t about their break, and whose
knowledge in what is offered for sale is real and thorough, not parroted
from a marketing flyer.
When Circuit City offers a fabulous bargain on office equipment,
no one is surprised if it’s not in stock. “It’s
a national ad. We don’t have that one, but we have plenty of
this other one.” Local businesses cannot afford to make promises
they can’t keep. They meet their customers at the cleaners,
at the football games and in church. Their reputation may be their
only marketing effort, the only one they can afford. Local businesses
are held to a higher standard of integrity and quality. And, residents
know to count on it.
Local businesses are the ones that get asked constantly to support
the band, the school, the scouts, the innumerable fundraisers for
kids, sports and the arts. When they give a $25 certificate, it comes
right out of their pocket. And how many of those doing the asking
go down the street to Sam’s for their next purchase?
It isn’t a question of not being able to compete. Local businesses
have plenty of their own going for them -fresh produce, personal service,
individual attention, special requests, genuine interest, specialized
inventory, intelligent conversation, parking less than an acre away
and prices that may not always be the cheapest, but always are good
value. Local businesses don’t sell their customers personal
information for extra income. When they do advertise, it’s in
local papers. When there’s a problem, they handle it themselves.
Nothing goes through the corporate office and they don’t require
an entire department to handle their problems.
Local businesses add color and interest to any community. They spend
their profits where they make them. Their owners are friends, customers
and neighbors who want the best for the neighborhood, because that’s
where they live and where their children and grandchildren live.
The big stores and the fast food chains often make life easier. For
those who must buy in bulk, they may be the best choice. No one should
give up their Big Mac or Biggie Fries But locally owned businesses
are the repository of a community’s spirit. Don’t just
drive by. Keep the spirit alive – and open for business.
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