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Shopping local is like a gift that keeps on giving METRO NEWS SERVICE

Millions of people enjoy shopping for gifts each holiday season. The spirit of giving is alive and well each December, and that can extend to giving back to one’s own community.

In addition to supporting local charities when making donations during the holiday season, shoppers can patronize small local businesses over big box retailers and national chains. The decision to do so can benefit communities in myriad ways.

Small businesses inspire young entrepreneurs.

The United States Department of Commerce reports that nearly half of all small business owners in the U.S. in 2018 were 54 or younger. Six percent of those owners were 34 and under.

Young entrepreneurs at the helm of thriving local businesses provide inspiration to the next generation of innovators.

Thriving small business owners can send a positive message to traditionally underrepresented groups. The National Women’s Business Council

Annual Report for 2022 indicated women-owned employer firms increased by nearly 17 percent between 2012 and 2019. Similarly, the U.S. Census Bureau’s 2021 Annual Business Survey found that there were more Hispanic-owned and

minority-owned businesses in various sectors than a decade earlier. The success of women- and minority-owned businesses sends a positive message to young entrepreneurs and locals who are part of groups that have traditionally been underrepresented in business. That can help to create a more diverse and inclusive Main Street, the success of which depends heavily on locals’ willingness to patronize locally owned businesses.

Shopping local supports many small business owners. Family meals and social gatherings with

friends and coworkers are a big part of the holiday season, and it’s not uncommon to break bread and share a few drinks during a night on the town. Choosing to gather at a locally owned restaurant or tavern instead of a chain restaurant can have a ripple effect on an assortment of local businesses. Local restaurants often source their ingredients from local farms. A family meal at such a restaurant benefits both the restaurant owner and the hardworking local suppliers of the food that ends up on the plate. Local restaurants also are more likely to list locally produced wines and craft beers on their menus than national chains. That adds to the ripple effect of celebrating the holidays at a locally owned restaurant.

Buying local: By the numbers Though they might be characterized as “small,” businesses with fewer than 500 employees have a big impact on the economy.

According to the World Bank, small and medium enterprises represent roughly 90 percent of businesses and more than 50 percent of employment worldwide. A weakened small business sector could put the local, national and even global economy in jeopardy, which further underscores how vital small firms are to global economic stability.

Statistics don’t tell the whole story about small businesses, but they can offer valuable insight into just how vital they are.

• Data from the Small Business Administration indicates there were 33.2 million small businesses in the United States as of 2022.

• The U.S. Bureau of Labor Statistics reports that small businesses created 12.9 million net new jobs between 1996 and 2021.

• Surviving as a small business can be a challenge. The Bureau of Labor Statistics reports that around 20 percent of small businesses in the United States close within a year of opening, and just under 35 percent of small businesses that opened in 2012 remained in operation upon their tenth anniversary in 2022.

• According to the Small Business Administration, 61.7 million Americans — which equates to 46.4 percent of private sector employees — are employed by small businesses.

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Keep them coming back for more Making customer loyalty a top priority can help your bottom line METRO NEWS SERVICE

One of the principles of good business is to remember that it is less expensive to have customers become repeat shoppers than to try to entice new customers to come in and try products or services. Harvard Business Review says onboarding a new customer can be as much as 25 times more expensive than retaining an existing customer. However, profits can grow even when businesses retain a small number of customers.

Consumers can be fickle, and there is always some shiny new “something” that may draw their attention away. That fickle nature is on display whenever a new product hits the market. An existing phone may still function at or near peak capacity, but the newer one boasting different bells and whistles captures the attention of a buyer who doesn’t want to feel like he or she is missing out on the latest and the greatest.

Small business owners have to do their part to ensure their customer base is not drawn away by something shiny and new — particularly if that something is a big box retailer who has moved into the neighborhood.

These strategies can improve customer retention and benefit small businesses.

Prioritize strong first impressions.

Customers will judge a business by its cover. How they were treated, how smoothly a process ran and how quickly action was taken when an issue arose will affect how likely a customer is to stick around. Businesses who perfect their first impressions, particularly by putting their

key employees in position to initiate contact, may find they are more successful at customer retention.

Customize the customer experience.

Businesses can use omnichannel support to gather information about clients as they attempt to curate highly personalized experiences. Omnichannel support provides customer service across various channels and touchpoints, says Zendesk. This includes cohesive usage of live agents, chatbots, emails, and more. Omnichannel support streamlines customer service conversation history from channel to channel, ultimately making things easier on the customer.

Offer loyalty incentives. Businesses can foster goodwill and customer retention by rewarding customers who stick around. Rewards can include VIP events, early access deals, special offers, discount codes, and other loyalty programs. These programs help collect data to improve the customer experience and indicate to customers that they’re valued.

Keep customers in the know. Businesses should routinely update existing customers on what is being done to keep products and services fresh so evolving customer needs are met.

With so much competition out there, businesses need to keep their names at the top of the minds of consumers.

Make every customer feel like a VIP.

Go above and beyond with every customer, treating each and every one as if he or she is the most important person in the room. VIP services can include seamless online services as well as prompt and fast point of sales in person.

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17 SHAW MEDIA Sauk Valley Media/ shawlocal.com/sauk-valley • Wednesday, October 18, 2023

BUY LOCAL

BUY LOCAL

Success can be the talk of the town

You can be a big-box cutter Feeling a tied down by chains? Reduce your reliance on them Big-box retailers are ubiquitous. The appeal of such stores’ extensive inventory is undeniable, and consumers like the comfort of knowing they can stop into a big box store anywhere on the map and feel a sense of familiarity with their surroundings.

Despite that feeling of familiarity, consumers who shop exclusively at big box retailers are missing out on what small businesses have to offer. Though it may be impossible to avoid big box retailers entirely, now is a great time to see what small businesses have to offer.

Here are a few ways consumers can reduce their reliance on big box retailers.

Start gradually — A gradual separation from big box retailers will likely prove easier than quitting cold turkey. Try replacing one big box trip each week with a visit to a locally owned small business. Brand loyalty to a local business can be built up from there.

Take steps to become a more active community consumer — Serving on a community’s commerce commission or a similar agency helps consumers learn about the small businesses that are coming to town or already established. A greater awareness of shopping options could mean a greater propensity for stopping in and shopping these stores rather than the chain alternatives.

Increase in-person shopping — It’s tempting to simply shop online and order something from one of the national chains that can afford to ship items straight to your home. However, small retailers tend to have more unique offerings and boast pleasant shopping experiences. Plus, in-person shopping allows consumers to get a real feel for a product, which can save them the time and effort it takes to return things that don’t fit or aren’t quite right. Many small businesses now offer their own e-commerce options, where a shopper can buy an item online and then pick it up in the store or curbside to save time.

– Metro News Service

Want to help local businesses? Spread the word METRO NEWS SERVICE

Thriving small businesses are vital to strong local economies. According to the Small Business Administration, small businesses contribute roughly 65 percent of all new jobs, while a report from the Congressional Research Service indicated that firms with between 20 and 499 employees had the best job creation record of any size company. That’s a significant feather in the cap of small businesses, as the jobs such firms create help to build thriving local economies that benefit from the tax revenue generated through employment and its ripple effects, such as the greater buying power that being employed creates.

With so much to gain from a thriving small business sector, local residents can help to spread the word about small businesses in their com-

munities through a handful of simple and effective steps.

Take to social media. Though it certainly has its detractors, social media remains wildly popular. An April 2023 report from Global WebIndex said 60 percent of the world’s population uses social media, and the daily average usage is two hours and 24 minutes. Data from Meta indicates that 83 percent of Instagram users discover new brands while using the platform. Such reports illustrate how effective positive reviews and references to small local businesses can be. Consumers won’t need much time to share a story about a great local business on their social media accounts, but that small investment of time can pay big dividends for those companies.

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You don’t have to look far to find farm-fresh food

marketing still works, and consumers can play an important role in ensuring that it benefits local businesses. According to the marketing solution experts at Hibü, word-of-mouth marketing remains the most popular way to recommend a business. Consumers trust what others say about a business, so positive experiences with a local firm can be shared with family, friends and neighbors looking for similar services.

METRO NEWS SERVICE

Farming has never been a vocation for individuals looking for easy work. Farmers typically work long hours, braving the elements regardless of how unpleasant the weather may be. All that hard work ensures people around the world have constant, readily available access to healthy foods. Such devotion merits support, and there are many ways consumers show their appreciation for local farmers.

Review the business online.

Review Trackers reports that more than 81 percent of consumers are likely to visit Google Reviews prior to visiting a business. That’s a testament to the value of online review aggregators. After a positive experience with a local business, consumers can visit Google Reviews or another online review aggregator like Yelp and share the details of their encounter. Chances are strong the review will be read and compel others to patronize the business.

Buy fresh foods at your local farmers market. Farmers markets are many foodies’ favorite places, but they aren’t exclusive to individuals with a passion for food. Even individuals who don’t typically eat fresh fruit and vegetables can find something delectable at a local farmers market, where anything from homemade tomato sauces to locally raised fresh beef and pork might be on sale.

Order directly from local farms. Some farmers have embraced the e-commerce

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Check labels before buying in local grocery stores. Packaging labels will

indicate where fruits and vegetables came from. When possible, choose items produced by local farmers. This may include fruits, vegetables, meat, pork, or even desserts like pies. Locally produced foods often taste more fresh than items sent from overseas or distant farms, and consumers will feel better knowing they helped to support local farmers.

Spread the word. Get the word out after a satisfying experience with local farms and farmers. Whether it’s buying food from farms or taking advantage of family days that let kids enjoy a day on the farm, sharing positive experiences via social media or word-of-mouth can be a great way to inspire your neighbors to support local farmers as well.

Local markets Cities throughout the Sauk Valley host farmers markets — some seasonal and some year-round.

Among the area markets ...

The Rock Falls Farmers Market runs May-October from 7 a.m.-1 p.m. at 401 W. Second St. More info: rockfallschamber.com/ farmersmarket.

In Sterling, the Twin City Farmers Market is open year-round, from 8 a.m.-noon on Saturdays at 106 Ave. A. During the warmer months, vendors set up both outdoors and indoors, at the historic Twin City Product Company building. More info: twincityfarmersmarket.com.

The Dixon Farmers Market runs from 7 a.m. to noon Wednesdays and Saturdays, June through October at Haymarket Square, 317 W. Third St. More info: dixonparkdistrict.com/farmers-market.

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SUCCESS cont’d from page 18 Share experiences through word-of-mouth. Word-of-mouth