Pictured: Manatee Chamber Staff Team. Provided photo.

Messages encouraging all of us to “shop local” proliferate on social media, in the news, through marketing by local small businesses, and in reminders from organizations like the Manatee Chamber of Commerce. I worry that the messages are so frequent that consumers no longer think about the impact that it could make if we all really focused our spending with local businesses – hence my attention-grabbing headline. What I really meant to say was, “Please, please, please shop local!”

It absolutely matters. It matters every day of the year, but the holiday shopping season provides a unique opportunity for each of us to make a renewed commitment to supporting local businesses. The National Retail Federation’s (NRF) estimates on winter holiday spending include a prediction that almost 160 million consumers plan to shop today–the last Saturday before Christmas. Full disclosure: I will be one of them.

Imagine the impact if consumers in the Manatee-Sarasota region decided to do all of that shopping at local businesses–whether that be an in-person visit or an online purchase through a local business’s website. The NRF also estimates that consumers individually plan to spend $890 for gifts, decorations, food, and other seasonal/holiday items. $29.1 billion in gift cards are expected to be purchased. It has never been easier to direct those purchases to local establishments - so let’s do it!

Small businesses comprise the significant majority of our regional economy. Many experienced negative impacts from last year’s hurricane season, the uncertainty of shifting policies, or disruptions in supply chains. The Manatee Chamber’s membership includes 2,200 businesses and organizations that employee over 75,000 in our region. Those employees depend upon the success of their employers for job security and growth. A concerted effort by all of us to use local businesses when we need products or services can make a huge difference.

Local businesses and their employees are the foundation of philanthropic giving in our area, too. The need for non-profits to generate an even bigger impact in serving our region is at an all-time high – and directing our charitable giving to local non-profits is so important. If even half of us were able to commit another $25 to our year-end charitable giving it would mean millions of dollars to support the work of non-profits in addressing the challenges that mean the most to each of us.

My headline was meant to grab attention. The encouragement to “shop local” has become ubiquitous, which is a good thing in many ways, but we need to make sure that we don’t become immune to noticing and acting upon it. On behalf of our Manatee Chamber team, I wish you a very happy holiday season and a healthy, prosperous new year filled with purpose and opportunity.

Jacki Dezelski, IOMis the President and CEO of the Manatee Chamber of Commerce.

Pictured: Manatee Chamber Staff Team. Provided photo.