I've spent at least the last decade going out of my way to support local businesses. I believe I'm fortunate to be able to do that, because first you have to live somewhere where local businesses that meet your needs actually exist. Then you have to be in a position...financially, and have the time and flexibility...to support them. I'm not oblivious to the fact that I'm privileged to have that choice.
I know that many times I'm spending more money than I would if I shopped at a chain store or went with a globally-recognized company (believe me, I understand supply chain). Sometimes I'm driving a little farther. Sometimes I'm giving up some convenience. And I'm grateful that I'm in a position where I can choose to do those things. But in that increased cost, or the inconvenience of driving a little farther, I've found intangible benefits that I don't think you can really put a price on. They vary from business to business, and they certainly never manifest as something as tangible as an 11% rebate for shopping at a big hardware store.
In my experience, when I've prioritized good local businesses over big-box stores, I've found those benefits to include incredibly customized service, a genuine peace of mind, and yes, sometimes even a hookup on price.
So, let's talk about the first benefit: incredibly customized service. With local businesses, you can often have face-to-face interactions, or at least phone conversations with an actual human voice, instead of doing everything through clicks.
A special note here: any local business that can start off a relationship with a click...through a great website, app, or online ordering system...is already a plus in my book. I love convenience as much as anyone. But after that initial click, it's important to me that I can easily reach that business in a more personal way, whether that's face-to-face or by talking with someone.
In my experience, when you're interacting with a real person at a good local business, you're getting the benefit of a real person's brain. They can bring context, understanding, experience, and perhaps even a little compassion to whatever it is you're trying to accomplish. That's hard to replicate by clicking "add to cart" on a website; that context can help a business better understand what you actually need and tailor its product or service just a little bit better to meet that need.
And if the business is really good, reliable, and trustworthy, sometimes they'll just straight-up tell you that what they're selling isn't actually a good fit for you. I love when that happens; if I have to take that transaction somewhere else, I'll always be sure to go back to the business that was truthful to me when I need something that they are fit to provide. I believe they call that "building customer loyalty" in The Biz.
It also leads into the next benefit: a genuine peace of mind. As someone who has mental health issues to manage, knowing that a local business I have a relationship with is available...and that the people there already have some idea of what I need without a lot of effort on my part...is incredibly valuable to me right now.
There's a certain comfort in being known. Maybe it's knowing who to call when something goes wrong. Maybe it's not having to explain the entire situation from scratch every single time. Maybe it's knowing that the person on the other end understands what you own, what you've tried before, what you like, or what you're trying to accomplish. So, after ten years of intentionally supporting local businesses, I've found that kind of relationship much harder to develop with larger companies. Sometimes it's because of the company's availability...sometimes it's because of the brands they carry or service...sometimes it's simply because company policy doesn't give an employee much flexibility. And I get that.
I think local businesses often operate with fewer of those restraints, and when you've built a relationship with a good one, that can be incredibly reassuring.
And then, fuck yeah, there's the occasional hookup on price! Everybody loves saving money! I'm not saying every local business has a secret handshake that gives you 20% off. But the relationships you form can create a little flexibility: maybe someone points you toward a cheaper option instead of selling you the expensive one. Maybe they tell you that you don't actually need to replace something yet. Maybe there's a small discount, a waived fee, or some other little favor. None of that is guaranteed, of course. But it's another example of what can happen when a transaction becomes a relationship between people.
And I think that's ultimately what I've come to appreciate about supporting local businesses. Likewise, I'm also going to stop judging people who shop at chain stores or get services from big global companies. I don't think I gave enough consideration before to the possibility that those places might simply be meeting their needs better because maybe the chain is closer. Maybe it's cheaper. Maybe it's open when they're actually able to get there. Maybe they need something tomorrow and the local option can't provide it. Or maybe they just like shopping there. That's okay. To a certain extent, I still need those non-local businesses in my life too (Amazon will always be a necessary evil in our current culture). I'm not giving up online shopping, big-box stores, or every giant company whose logo is recognizable from space.
Another note here: from experience, driving across the country every year with a camper in tow and exploring North America, seeing a Lowe's or a Wendy's is a very welcomed and reassuring sight. Plus, sometimes I'm in a unfamiliar town and don't have the time to find a local option, so Big Box it is. I didn't take a moment to realize this until recently.
But when I'm able to choose, I'm going to keep putting a little more effort (and sometimes a little more money) into using good, local businesses. Not because every local business is automatically better than every large one. They're not always. It's because I've found there's a much greater chance of getting something extra out of those transactions: customized service, flexibility, trust, familiarity, and the peace of mind that comes from knowing who you're dealing with and knowing that they know you, too. Those things don't show up on a receipt. But I've reached a point in my life where I'm fortunate enough to be able to value them. And I'm glad I can.
In no specific order, and without context, here's a few of these local businesses that I'd like to recognize as influencing this post:
- The Columbia of Duluth, Duluth MN
- Innovative Pest Control, Superior WI
- Miner's Ace Hardware, Superior WI
- Yep, a chain, but they prioritize 'being local' in their franchising, and this location proves it
- 2540 Coffee Shop, Superior WI
- Superior Animal Hospital, Superior WI
- Belknap Liquor, Superior WI
- Ursa Minor Brewing, Duluth MN
- MPPL Financial, Duluth MN
- The Spirit Room, Superior WI
- Yes, Cheese, Superior WI
- U-Haul of Superior WI
- Another chain! Weird, huh, that some chains can figure it out! Also, a special shout-out here because the Uhaul website and its seamless connection to the person who is working at the Uhaul store is fantastic...everyone should model this use of technology and IRL people.
- Detail & Dash, Superior WI
- Four Seasons Outdoor Services, Duluth MN