Mary Schmidt Marketing Troubleshooter

Last night I attended the annual gala for the Albuquerque Independent Business Alliance(AIBA) at the locally-owned and very beautiful Los Poblanos Inn (that unique old New Mexican atmosphere just can’t be beat.) “Small” (very successful) businessmen (and AIBA members) Tony Trujillo of Holman’s Computers and Dale Dekker, of Dekker/Perich/Sabatini architects spoke and we had a great crowd of about 150 representing a diverse range of quirky, interesting, intelligent business owners. (All drinking wonderful vino provided by Casa Rondena, a local award-winning winery and noshing on food by Flying Star…yep, a locally-owned restaurant chain. Startin’ to see a a theme here?)

We were kicking off our holiday shopping campaign - Shop at Locally-Owned Businesses. It’s Friendly, Fast and Fun.

If you’re thinking, “But it’s cheaper at [Insert name of Big Box store] and I’ve got a tight budget.” (Most small biz owners do.) - consider this:

1. Those Big Box stores prices often aren’t such a good deal. Sure, things such as toilet paper and diapers are usually cheaper, but a lot of other stuff really isn’t, particularly if you want to buy quality. And, the low, low price can get pretty expensive pretty quickly when you factor in after-sales service (what’s that?) - an area in which small biz can excel.

2. Your business probably has many customers who are also local business owners. What does it say to them when you don’t reciprocate? Besides, it’s just more fun to shop with people you know.

3. Locally-owned businesses mean a stronger, more sustainable community. Okay, here comes some of those boring ol’ data points - but research in several cities has repeatedly shown that locally-owned businesses produce more jobs and contribute more dollars directly back to the community. Those big boxes that talk about job generation? After factoring in jobs lost due to the big box moving in - the bottom line is a net loss for the community. Combine that with all the tax exemptions and special requirements a chain wants - and a community can end up way in the red.

I admit, I’m a tad prejudiced, since my parents were entrepreneurs, I’m an indie business, I work with many start-ups, and I’m - ahem - the incoming president of AIBA. I’m also very lucky that Albuquerque has so many wonderful local businesses and restaurants. But, I’d bet your community has just as many terrific indie choices.

There’s nothing wrong with saving a buck or two at Big Wally or Target. Just spend some of your hard-earned dinero at your neighborhood bistro, art gallery, or Mom & Pop gift shop. So, go ahead, buy the toilet paper over at Wal-Mart then cross the street and shop local for those unique holiday gifts. It’s Friendly, Fast, AND Fun!