The pre-holiday “Shop Local” message is being refined in numerous ways in an effort to reach more potential customers for downtown’s businesses.
Nearly every community endeavors to educate consumers about the economic benefits of shopping locally — some take a logical, numbers-based approach while others tug at the heart strings.
Most tie into the national Small Business Saturday movement launched by American Express in 2010, which denotes the Saturday after Thanksgiving as a time to avoid big box stores and support local merchants.
Many communities are asking consumers to shift a percentage of their shopping dollars, while others are making “Shop Local” a year-round mantra.
The November issue of Downtown Promotion Reporter looks at examples of these approaches and more including the Eat, Drink, & Buy Local 365 campaign, in Chicago, IL, which aims to expand the Shop Local spirit to a year-round phenomena.
The nonprofit Local First Chicago created a website for the campaign at which visitors can learn more about the impacts of shopping locally, view business listings and upcoming event details, and take the Pledge, which reads, “I pledge to shift at least $365 annually from chain stores to locally owned stores.”
Those taking the Pledge are asked to provide their first and last name, email address, neighborhood, and to write a few words about why they shop locally. In return, they are entered into a prize drawing.
While email addresses and last names are kept confidential, first names, neighborhoods, and reasons to shop local are visible to visitors on the website.
“Together we are working to keep millions of dollars in Chicago,“ says the organization.
The full article appeared in our print edition. To always get the full story, read Downtown Idea Exchange.