Friends and family say I’m a mix of Buddy the Elf and Clark Griswald. I love everything Christmas: decorating, celebrating and shopping. Especially shopping small.
American Express created Small Business Saturday 10 years ago. It’s grown every year and the impact is staggering. Last year an estimated 112 million people shopped small; an increase of 13% over 2015, according to the National Federation of Independent Business and American Express. The total spending at small retailers and restaurants nationwide was an estimated $15.4 billion.
This year Small Business Saturday is Nov. 30 and Main Street Monroe is an official recognized Neighborhood Champion by American Express. We’ve promoted locally owned and independent businesses since we began in 2005.
Why is shopping small so important? You have probably seen the countless memes and slogans about big businesses not sponsoring your softball league. That is undeniably true. Spending money locally helps the community. But the opportunity to celebrate and support local businesses goes beyond that. And while Main Street is planning several downtown activities and promotions from today through Christmas, I want to share the real reasons why I’m shopping local this year and hope you do, too.
Instead of sharing a specific shopping list and store names, it’s more interesting and telling to discuss whom I’ll buy for this year. Along with the ever-difficult task of telling people what I want myself, I’m finding myself at a bit of a crossroads, still buying small gifts for lifetime friends, my brothers and their girlfriends, parents (who suddenly don’t seem to need anything), and the ever-increasing newborns in my extended family. It’s a wide variety of people to cross off the list. But guess what? I bought all my gifts last year within the Main Street Monroe Historic District; even for friends with an Amazon Wish List.
There truly is something for everybody downtown. Looking for a sweater for dad? Check. A pair of earrings for your daughter? Check. Unique kitchen utensils you’re tempted to keep instead of gift? Check. Regionally made soaps? Check. Local cheese? Check. And on and on. You’ll find gifts people will use and enjoy because there is a passion and connection between the shop and its owner. No one knows merchandise better than a small store owner. They will be the first to tell you why they love it, how to use it and care for it, and what other gifts go with it.
While this season is a critical time of year for these businesses, their long-term success goes beyond the season. They are visionary entrepreneurs with a well-thought out strategy and commitment unmatched by a website or big box store. We have a strong commercial district because these local business owners have outstanding customer service, exceptional products and a willingness to help when we have no idea what to buy. They make shopping fun, easier and better; it’s downright enjoyable.
As an organization entrusted with overseeing the downtown decorations and representing these local businesses, I like to think we are making the holidays festive for all. Yes, there is a six-week retail promotion. But this season is also about drawing together in shared spaces, gathering in local restaurants and making a difference in each other’s lives. Downtown is the heart of Monroe. Show it some love this Christmas season and enjoy your shopping.
— Jordan Nordby is the executive director for Main Street Monroe.
