Think big, shop small PDF E-mail

In the midst of America’s holiday shopping season a new promotion is gaining steam which makes both dollars and sense, especially for rural communities.

Shop small!

It’s a pretty simple concept, with huge implications.
Smack dab in the middle of the annual Christmas kickoff weekend -- after Black Friday and before Cyber Monday -- Aurora merchants are launching their own version of a Small Business Saturday campaign. The concept was first introduced nationally in 2010 and is gaining momentum across the country each year.

The premise is simple and the impact profound. Money spent in your hometown stays local, rolling through the economy between five and seven times. That’s a priceless ripple effect that makes your buying decision far more valuable than the original purchase of goods or services.

There are some tremendous values on display in local stores, with a wide variety of merchandise available and, in particular, customer service you won’t find at the big box chains 20 miles away. There are times when you cannot buy certain things locally, which is understood. That dollar, unfortunately, is lost to our community.

But there are many, many times when more of us should pause before getting in the car or logging on to the Internet to go shopping. We could and should at the very least look to see what’s available locally. Our individual buying decisions do make a difference.

The message Small Business Saturday is echoing across America is that your hometown merchants offer something that simply isn’t available on the Internet or in big box chain stores. When you shop local you get a direct payback in the form of community quality of life which makes us all proud to call Aurora home.

Think about it. Do national department stores or .com companies donate food, money or time to Aurora projects and fundraisers? Do those companies pay taxes which support our school, city and county? Is our society so committed to rock-bottom pricing that we no longer see the big picture and total value of our hometown merchants?

Small businesses are the heartbeat of our community. They are the locally-owned ventures whose very presence makes a neighborhood, your neighborhood. This holiday season, think big, shop small.

Kurt Johnson

RocketTheme Joomla Templates