As big-box chains roll out doorbusters and online retailers drop prices to seemingly irresistible lows on Black Friday, local business owners remind shoppers that buying closer to home makes a difference far beyond the checkout counter.
Every dollar spent at a locally owned, independent business recirculates through the community two to four times more than money spent at a national chain store or e-commerce giant, according to the American Independent Business Alliance.
That ripple effect is something Bryanna Marceau, president and CEO of the Greater Concord Chamber of Commerce, sees every day.
Local spending, she said, doesn’t simply keep the lights on. It fuels the many ways business owners reinvest in their community, whether they’re paying their employees, signing their kids up for activities like dance classes, or donating to nonprofits and supporting community events.
“Local businesses are going to turn around and reinvest what you spend in our local community,” said Marceau. “When we shop locally, that’s going to shape the business landscape that we have in the future. If we don’t shop locally, there’s no promise that stores will be here forever. They need our support.”
While it’s true that shopping at local businesses can sometimes cost a bit more than buying from retailers that sell mass-produced goods, Marceau said the price difference is often outweighed by the personalized service, stronger relationships, and higher-quality goods that make those extra dollars worth it.
For many small business owners, more than half their revenue flows right back into the economy where they live and work.
Alyssa McKeon, owner of Witching Hour Coffee & Provisions in Hopkinton, said most of the money her business makes stays close to home, whether it’s paying her adult and high school employees or purchasing the products she sells, like baked goods made locally.
The only exception, she said, is the coffee beans, which she must source from abroad.
As a refill store owner, McKeon also encourages shoppers to embrace intention over impulse.
“The first thing I would say is pause, ‘do you even need this?’ And if you do need this, ‘is it worth spending a couple of dollars extra to keep that money in your community, to keep that money with the folks who employ your neighbors?’” said McKeon.
More than shopping
Beyond the dollars themselves, small business owners say there’s something else you can’t get through a screen: a human connection.
As Michael Cohen, owner of Pitchfork Records, prepares for Black Friday, which also coincides with Record Store Day, when limited-edition vinyl releases draw collectors to independent shops, he said the magic of buying locally lies in the experience.
It sets it apart from opening a website and clicking “add to cart.”
“People love to go into a store where you know their name, or they feel friendly. They feel like they’re helping you and you’re helping them,” said Cohen. “So it’s a, it’s a win-win situation. People like to support local businesses and make them feel good. It makes us feel good.”
There’s also the environmental impact to consider. Shopping close to home means shorter drives, fewer delivery trucks on the road, and significantly less packaging than what’s required to ship products across the country. All of it adds up to a noticeably lighter environmental footprint—another bonus of keeping your purchases local.
While shopping locally is encouraged, Marceau said that big-box stores do play a role in communities like Concord, contributing through taxes and local jobs.
But there are some things that local, specialized retailers provide that are simply irreplaceable, she said.
“Shopping locally is also community-building and and I know it’s not just Black Friday,” said Marceau. “I feel like it’s every day.”
Shopping in Downtown Concord
On Saturday, Concord will welcome shoppers for Small Business Saturday, with holiday music filling the streets from 12:30 p.m. to 4:30 p.m.
Intown Concord and the Greater Concord Chamber of Commerce are also introducing Community Cash, a new digital gift certificate program presented by Bank of New Hampshire that can be used at participating local businesses. It replaces the longtime Downtown Dollars program and works just like cash or a gift card.
To further encourage shopping local, Bank of New Hampshire will offer a Buy One, Get One promotion on Cyber Monday, December 1, matching every certificate purchased up to $25.