In the early weeks of the coronavirus pandemic, consumers
buoyed small businesses with gift card purchases and online fund-raising
campaigns. But as the pandemic persisted and restrictions constrained operating
hours, many independent businesses continued to struggle.
Throughout the country, owners have creatively come up with
strategies to keep businesses afloat, which benefits consumers, proprietors and
a neighborhood’s commercial health
“There’s a multiplier effect,” said Bill Brunelle, the
managing partner of Independent We Stand, an organization that helps its
small-business members nationwide with marketing. “If you buy at a hardware
store, that owner may hire a local accountant, while the employees may go to
local restaurants and other nearby stores. The success of one business can
steamroll through the economy.”
Ande Breunig, a real estate agent in Evanston, Ill., said,
“Everyone complains about the lack of retailing, but we can only keep these
businesses afloat with our participation.” Ms. Breunig started a Facebook group
hoping to motivate residents to increase their support of local shops and
services.
So how can consumers contribute to this virtuous cycle,
especially during the all-important holiday season? Here are some tips to
consider.
Buy Local
Before you reflexively hit “place order” with an e-commerce
behemoth, find out whether a local retailer offers the same item. Independent
bookstores, for example, can often order and quickly receive your selection.
While you can get many things online, “go for a walk, go into a store, keep
your mask on and shop,” said Ellen Baer, the president and chief executive of
the Hudson Square Business Improvement District, devoted to an area west of
SoHo in Manhattan. “Think of the people on the other end of the purchase.”
But shopping locally does not necessarily mean forgoing all
online sites. Platforms like Bookshop and Alibris connect users to small
booksellers. Clothing boutiques can sell through sites like Shopify, Lyst.com
and Farfetch, as well as Sook, a newcomer that also hosts stores selling
housewares.
When sending gifts to out-of-town friends and family, look
for independent stores in their towns. And don’t assume that an e-commerce site
can out-deliver a local business — even online sites have experienced delays
because of the pandemic’s supply-chain disruption.
Go to the Source
There are always times when you need delivery. But on other
days, think twice about how you order takeout. Rather than using a delivery
app, ask for curbside pickup: Sites like Grubhub and Uber Eats charge
restaurants fees that can reduce already thin margins. Instacart and Shipt, two
companies that offer shopping and delivery, also charge the merchants who use
the sites.
And while it is easy to purchase through a so-called digital
shop on sites like Facebook and Instagram, shopping through third-party apps
typically reduces the net profit for the merchant. (Facebook, which owns
Instagram, has waived selling fees through the end of the year but will re-evaluate
the practice in January, a Facebook spokeswoman said in an email.)
Be Social
Help bolster a business’s social media presence by “liking”
hardware stores, dry cleaners and other independent shops on Instagram,
Facebook, LinkedIn and Twitter. Write positive reviews, post photos generously
of purchases, and don’t forget to tag the businesses. And consider slightly
broader efforts, like community email lists and social media groups like
Nextdoor.
Retailers are savvy when it comes to selling, but many don’t
fully understand that social media plays a crucial role, Ms. Breunig said.
Through her Facebook group, she started an “adopt a shop” effort, in which
residents select a store and commit to shopping there once a week (with no
spending minimum) and posting about their experiences on Facebook. Within five
days, Ms. Breunig said, 24 Evanston stores were “adopted.”
Beyond Charity
You can double the effect of philanthropic efforts by
involving small businesses whenever possible. Order meals for essential workers
from independent restaurants. Shop local when buying for clothing drives. And
even if it’s a bit more expensive, purchase from local markets for food drives.
Suzanne Fiske, the director of on-air development for WHYY,
the public radio and television stations in Philadelphia, had yet another idea.
“Our listeners care about the mom-and-pop shop next door that is having trouble
during the pandemic,” she said, so she asked donors on social media platforms
to name their favorite local business when they contributed to be read aloud.
The station awarded the two with the most votes — Horsham Square Pharmacy in
Horsham, Pa., and MYX, a Bryn Mawr, Pa., start-up that creates a custom-blend
beverage dispenser — radio advertising worth $3,500. The promotion also
motivated listener donations, with more than 700 contributors calling on the
day of the small-business challenge, close to three times the typical number,
Ms. Fiske added.
Loyalty Counts
Service businesses — including personal trainers and hair
salons — have especially been affected by the pandemic since they are among the
trickiest to reopen. Gift cards help, but so does generous tipping for the ones
that are open.
And remember that small businesses rely on regular
customers, even as they try to attract new ones. Like so many others, Symone
Johnson, who owns Indulge Hair Salon LLC in Englewood, N.J., was unprepared for
a sudden closure in March. She began making videos to help her clients style
their own hair without charge and hosted virtual sessions to recreate an online
version to allow socializing.
Her clients offered to pay, but she declined, she said. “I
didn’t do it for the financial benefit — it kept me busy and I didn’t think of
myself.” New clients came after watching the videos, she said, and both they
and the pre-existing clientele showed their generosity. “Instead of a 20
percent tip, it became a 50 percent tip,” Ms. Johnson said.
Accept the Rack Rate
Everyone loves a discount, but perhaps now is not the time.
If you can afford it, pay full price.
Participate in Community Efforts
While the pandemic has left many feeling isolated, local
business organizations are trying to fill the void with socially distanced
community programs that can spur economic activity.
The Chamber of Commerce in Wellfleet, Mass., on Cape Cod,
for example, is sponsoring a monthlong, online bingo contest in which each
square is a “call to action,” including donating to a local nonprofit or taking
a virtual class.
Share ideas with local business organizations or municipal governments
seeking ways to help. Downtown Phoenix is expanding its traditional holiday
market, Phoestivus, to use empty storefronts to showcase the creations of local
artisans as well as some retailers’ inventory. Items displayed in the
storefronts can be purchased on smartphones using QR codes or other forms of
touch-free payment.
“It’s a way to bring a community out,” said Samantha
Jackson, the senior director of strategy and community affairs at the nonprofit
Downtown Phoenix Inc. “There are people who don’t come downtown who stick to
their neighborhoods who are surprised at how nice it is.”
Offer Your Skills
If you’re an accountant, a lawyer, a banker, or a digital
marketing specialist, to name just a few, local businesses may welcome your
help. Kimberly Pardiwala, for example, who most recently led a business that
arranged group sales for Broadway shows, grew concerned that restaurants would
again suffer with the onset of cold weather. The Larchmont, N.Y., resident
approached David Masliah, the owner of the town’s popular Encore Bistro to
order prix fixe dinners regularly for her neighborhood association. “We are all
so separate now, so it’s important to restore our community,” she said.
Practice Kindness
Proprietors are under enormous, sometimes existential,
pressure right now, so share emotional support when you can. Ask retailers how
they are holding up and inquire about employees who may now be unemployed.
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