We have all heard the charges that Wal-Mart has become the symbol for American society. I do not buy this (pun intended). While I admit that monolithic discount stores have a strong hold on the American consumer, they have always shared the market with the multitudes of small businesses that line our streets. I know that the average wallet contributes just as much too small retail and service oriented shops as it does to large retailers and nationwide service chains.
As a fairly typical average consumer, I thought that I would share my and my wallet’s perspective as to where I shop and why. I fit into several different target markets -- mid-thirties, female, homeowner, and some disposable income to spend. I love a bargain and try to stretch my dollar as much as the next person, but I am also willing to spend a little bit more money to stay closer to home, have great service, find unique items, and support locally owned businesses. So what is it specifically that draws customers like me to seek out small businesses?
Location. I am not just talking about what is close to home. Most of us spend at least eight hours a day at work. With our time being stretched thinner and thinner, we are all looking for ways to make our life easier. If I can schedule an eye doctor’s appointment or drop off my grandmother’s pearls at the locally owned jewelry store down the street from my office I will. Lunch breaks are not a break for most of us anymore; they are a time to run errands, make appointments and try to eat a few hundred calories in between. Having a great little business down the street from my house also makes my life easier. I can drive by it on the way home or make a quick shot up on the weekend. Who wants to spend all that time in the car traveling to the closest shopping Mecca and fighting the traffic to buy a simple graduation present? Having something that I can walk to, bike to or just drive a few blocks is a much better way to spend my Saturday afternoon.
Size. I may have been born in Texas, but I do not follow the “bigger is always better” creed. Don’t get me wrong, I can spend hours going through the racks at Marshalls or wandering the isles of Lowes, but generally I have a limited amount of time. Inside a smaller store I don’t get lost wandering the endless maze of isles. I don’t stand in line for 30 minutes buying impulse packs of gum and magazines. Sometimes I think we forget how quaint and welcoming smaller places can be.
Service. Great service goes a long way. While I have received great service at large scale chains and stores, I generally love the more personalized service that I get from my small store that knows me by name. There is something to be said for being greeted by your first name when you walk in the door. Small businesses have a great advantage in one-on-one customer service interactions. Receiving personalized service and flexibility from smaller service based businesses creates repeat customers and a strong referral network.
Unique & Local Products. One thing I love about smaller shops is their ability to bring in unique and often times locally made goods. When it comes to dressing, decorating and gift giving nothing makes you feel better than knowing that you have something that no one else will. Supporting local craftsman and artists is important to me. I won't lie; I have taken full advantage of the bragging rights that it lends itself to also!
There are many more reasons --some tangible and some abstract -- that compel me to open my wallet to small businesses. Yes, large retailers and service providers are vital and thriving entities in our society, but our communities are made up of all businesses, small, medium and large. How sad would we be if all of our beloved small business shops and services closed their doors?
Submitted by Angela Brincefield.......................We encourage your comments. Be sure to read the Bloggers' Guidelines posted in the footer of this blog. Especially see item 6 regarding anonymous accounts & postings. Thanks for joining the discussion!
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