CHAMBER UPDATES
The Benefits of Shopping Locally & Supporting Independent Retailers P eople are often encouraged to shop small and support local businesses. While consumers may shop locally to support businesses run by their family, friends or neighbors, there is also a tangible economic benefit to doing so.
and help downtown Medford become a destination for unique goods and services,” said EJ McManus, DMA board president. After the pandemic, McManus explained there has been a significant effort to create more foot traffic downtown. One way DMA has brought more people to the downtown area was by reviving Medford’s Third Friday series. “We wanted events that built connections,” he said. And with support from Travel Medford and the city, DMA has been able to utilize and secure resources to make that happen. “After bringing back Third Friday, downtown has become livelier, which results in more visibility of our small businesses.” For Branson, she has noticed that people are eager to support local retailers. She believes that is due in part to people wanting to shop from a business they have a genuine connection with. “I focus on creating authentic relationships with people, and I think that keeps them coming back,” Branson said. Increased visibility will also draw more attention — and customers — to these businesses. The financial impact of shopping locally is well-documented, and has a ripple effect throughout the community. According to an economic impact analysis by the American
Small, independent businesses invest in their local economies. They are more likely to purchase goods and services from local suppliers and distributors, to hire a local workforce, and do business with local financial institutions. These factors add up to a larger multiplier for every dollar spent by that small business. This is especially true for Serena Branson, licensed massage therapist and owner of Stasis Massage in Medford. “It means everything when people shop small,” according to Branson. “When customers support my business, I’m able to support other businesses.” One of the ways Branson does this is by carrying items made by other local artisans. Locally, there has been a strong effort to support independent retailers. The Downtown Medford Association (DMA) has been working to create excitement about the downtown area, and ensure both the businesses and consumers have a positive experience. “We want our stakeholders and businesses to be successful,
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The Business Review | December 2022
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