Shop local this holiday season
Nancy Kyle, president and CEO of the New Hampshire Retail Association, talked about the current state of New Hampshire’s retail industry and how shopping locally benefits consumers, businesses and communities.
How are small businesses doing right now?
Retailers are actually doing fairly well. There’s been a real shift over the last five or 10 years to a trend of shopping locally … and people’s overall mindset of wanting to buy items that were grown or made in their own community. Interestingly enough, a lot of millennials actually prefer to shop in stores rather than online. … On Cyber Monday, which is supposed to be the biggest online shopping day of the year, the [sales] numbers this year were less than they were last year. The Thanksgiving holiday weekend had very good numbers of people out in the community and shopping.
Why do you think that is?
I think people just want to start going back out and shopping in stores. … Because of the times we’ve been in and the restrictions in place because of Covid, a lot of people haven’t been traveling as much; they haven’t been going to as many concerts; they haven’t been eating out as often; so they haven’t been spending as much money. I think there’s a pent-up demand, now, to go shopping, and to spend their money on the people in their lives who are important to them.
What changes and new business models born out of the pandemic are here to stay?
A big thing stores are doing now is having more outreach with their customers using Zoom. Local bookstores are a perfect example; they’re doing Zoom calls with authors who have new books coming out [as a way to] get people to come in [to the store] and buy the books. I know of some clothing stores that are having fashion shows on Zoom and social media to sell items. These are all new things; they weren’t happening before Covid. … Delivery, curbside pickup — all of that is here to stay, too. We’re all really busy, and it’s just really convenient when we can order something online and have it brought out to our car. That has only helped [local businesses’] cause and encouraged more people to want to shop local.
What are the perks of shopping locally for the consumer?
When you buy from a local business rather than ordering from [a seller] halfway across the country, you’re not going to have to deal with the shipping problems that a lot of us are seeing right now; you’ll get your things in a timely manner. … You’re getting very unique gifts that you probably wouldn’t be able to get anywhere else … and the quality of the goods is oftentimes better. … A lot of times you’re dealing directly with the owner of a store, so it’s a more personal experience. If you go into a store downtown looking for a specific item and they don’t have it, they’ll recommend somewhere else [locally] that you can get it.
How does shopping locally benefit the communities?
Because of our lack of a sales tax, retail is a cornerstone of the state’s economy and a really strong and vibrant part of our state. One out of every four people in the state is employed in some type of retail industry. … When you shop local, you’re putting your dollars into your community. You’re investing in people who are invested in your community. These small, local businesses are there for us — they’re the ones supporting your little league teams, supporting your kids in school when they’re selling candy bars — so it’s time for us to be there for them. … Last year was a challenging time for them, and with Covid numbers surging again, it will be challenging again … so let’s try to get out there and support them as much as we can.
How can consumers discover local businesses to support?
Look in your community. Search for [local businesses] on Facebook and social media. Walk around your downtown. A lot of towns also have special [event] weekends before Christmas with carolers and activities for kids and things to bring people downtown. Those community events are a great opportunity for people to walk in the doors of local businesses and support them.
Featured photo: Nancy Kyle. Courtesy photo.
