We have a lot to be grateful for in Sarasota.  Our community is blessed with beauty all around us—sandy shores, the sea, beautiful landscapes, fine weather. The economic challenges of 2008 have eased for many, but we still face challenges. Coming together to find effective ways to assist our homeless citizens is an ongoing concern, and more than half the children in Sarasota County are eligible for free or reduced school lunches. During the holiday season, here’s one thing we can all do our part to improve our local economy and our neighbor’s paycheck: shop local.

Patronizing local merchants brings big benefits to a community. According to research from greenupgrader.com and LocalFirst.com, when you spend $100 at local business, $73  stays in the local economy and $27 leaves the community. When you spend the same $100 at a chain store, only $43 stays in the local community and $57 leaves.  Why such a big difference? Local merchants are far more likely to source their products and services locally.  For instance, a local shopkeeper will hire an account who is here—not so with Walmart.  Local businesses put more money back into community non-profits “Studies show that nonprofits receive 250 percent more support from small businesses than large ones,” explains Sue Lynn Sasser, professor of economics at the University of Central Oklahoma.  

Unique local businesses create a sense of place and character, which enliven a community for residents as well as tourists. While big box stores and chains have their pluses, no one raves about a city because they have a great Target or KFC. We celebrate the local teahouse or cafe with the amazing pastry (think Cafe du Monde beignets in New Orleans) and the chic vintage shop or boutique where we’ll find shoes that no one else will be wearing. Most new jobs are created by local businesses, and service is better where everyone knows your name. Cheap prices at big box stores are often subsidized by tax incentives, and low-wage chain store workers may receive public benefits just to make ends meet.  When you look at the total picture, that bargain at the big box store may cost you the taxpayer more than you realize.  While shopping local doesn’t mean you have to spend more money, it does ensure that the money you do spend will recirculate in our community more, improving our quality of life and economy.  

We needn’t boycott national chains entirely. As Michael Schulman, author of Going Local puts it: "Going local does not mean walling off the outside world. It means nurturing locally owned businesses which use local resources sustainably, employ local workers at decent wages and serve primarily local consumers. It means becoming more self-sufficient and less dependent on imports. Control moves from the boardrooms of distant corporations and back into the community where it belongs." 

So let’s spend a chunk of those holiday dollars at local stores. Our community will be better for it.

Cathy Antunes serves on the boards of the Sarasota County Council of Neighborhood Associations and Sarasota Citizens for Responsible Government.