Opinion: Local Shopping in Sprint to Christmas a Gift to Community
Greg Wilson/Anderson Observer
When I was growing up, newspapers published a photo or cartoon graphic, reminding readers of the number of shopping days until Christmas.
Today, that number is four.
It is officially “Panic Buying Season.” The calendar insists it’s late December, but your brain is still stuck in mid-October, scrolling through an endless digital catalog, fingers twitching toward the “Add to Cart” button, eyes glazing over as you contemplate the logistics of two-day shipping. The siren song of convenience is hard to resist—especially when the alternative is leaving the house, facing the chill, and possibly having to make eye contact with another human being.
But before you surrender your holiday spirit to a cardboard box stamped with a smiley arrow, consider something radical: go shopping. In person. In your own town.
Yes, it sounds dangerous. You might have to put on pants with a zipper. You might even have to smile at a cashier. But there’s a strong case—both mathematical and emotional—for keeping your credit card in town this week.
When buying a gift from a locally owned business, a significant chunk of that money stays right here in Anderson County. According to data from the American Independent Business Alliance and recent economic studies, roughly $68 of every $100 spent at a local independent business recirculates in the community, supporting local wages, suppliers, and taxes. Compare that to national chains, where only about $43 stays local, and online giants, where that figure plummets to near zero—unless, of course, your delivery driver stops for a sandwich on the way.
Small businesses are also the engines of the American economy, responsible for nearly 90 percent of net new jobs in the U.S.. That quirky handmade scarf or bag of locally roasted coffee you buy? It’s quite literally paying your neighbor’s salary.
And let’s talk about goodwill. Local businesses donate about 250 percent more to local nonprofits and community teams than large corporations do. When the Little League needs jerseys or the high school band needs new uniforms, it’s not the CEO of a massive e-retailer writing the check—it’s the owner of the hardware store downtown.
Enough math. Let’s talk about the real reason to shop local: it saves you from being the “Gift Card Relative.”
We all know that person—the one who forgets until Christmas Eve and hands you a plastic card that says, “I spent $25 to admit I don’t know you.” Local shops save you from this fate. They’re filled with weird, wonderful, specific things—hot sauces with names that frighten you, socks with patterns of local landmarks, or pottery that actually looks like it was made by a human hand.
Plus, there’s the “Porch Pirate” Factor. There is a 0 percent chance of a porch pirate stealing your package if you’re holding it in your hands as you walk out of a store. That’s a statistical fact I just made up, but it feels accurate.
Finally, there’s the vibe check. Shopping local in late December is a scene. There are lights. There’s usually someone selling or even giving away hot cocoa. There’s the distinct possibility of running into someone you know and having a conversation that isn’t a text or Facetime chat. It can turn “getting gifts” from a chore into an event.
So, this week, resist the urge to click. Put on your coat, pop in the earbuds and enjoy holiday music. Go downtown. Buy locally during this sprint to the big day. Our economy, our neighbors, and our recipients will thank us.
