Discover why the 'Shop Local' movement is struggling to gain widespread support, from price perceptions and convenience to brand loyalty and time constraints. Explore solutions that can help local businesses compete in today's fast-paced world.
Written by Ken Crause for WWMalls Inc.
Shop Local: Why “Shop Local” is Struggling to Gain Support
We’ve all seen the signs and heard the
slogans encouraging us to shop local. From farmers’ markets to small
mom-and-pop stores, local businesses are often portrayed as the lifeblood of
our communities. But for many, the appeal of shopping local doesn’t always
translate into action. Even though we may understand the importance of
supporting small businesses, many shoppers still turn to big-box retailers and
online giants like Amazon when it comes to making purchases.
So why is it that the “shop local” movement, despite its many benefits, seems
to be struggling to gain mainstream support? Let’s explore the reasons behind
this paradox and what’s holding consumers back.
1. Price: Perception of Higher Costs
One of the biggest reasons people hesitate to shop local is the belief that it's more expensive. And let’s face it—sometimes it is. Local shops often can't match the prices of big-box stores, which have the power to buy in bulk, negotiate lower rates, and pass those savings on to customers.
Why Local Goods Are
Seen as Pricier
The economics of small businesses are different from retail giants. Local shops
typically have higher operating costs, including rent, wages, and sourcing
high-quality or handmade products, which naturally pushes prices up. In
contrast, big retailers can leverage economies of scale to offer goods at
cheaper prices.
I remember visiting a local boutique to buy a handcrafted candle for a gift. It was $25 for a small candle, and while I loved supporting a local artisan, I couldn’t help but think, “I could get a similar one at a big store for half the price.” This is a dilemma many consumers face.
Also, local producers have the option of selling their goods at wholesale prices to retailers or selling direct to the public. Many make the mistake of thinking they can sell their goods direct to the public at prices as high or even higher than can be found at retail giants. This is often due to the fact that when they sell direct to consumers, they don’t sell enough to make a living. The solution is for them to find a way to increase sales so they can compete.
The Real Value
Behind Local Purchases
While local products can be more expensive upfront,
they often provide better value. Whether it's higher-quality materials or a
product made with care, shopping local offers something more personal. Still,
for many consumers, the lower price at a larger store is hard to resist,
especially during difficult economic times.
2. Convenience: The One-Stop Shop
When it comes to convenience, there’s no denying that big-box stores and online retailers have the upper hand. Whether it’s the ability to find everything under one roof or the ease of ordering something online with a few clicks, convenience often trumps the desire to shop local.
The Appeal of
Big-Box Retailers and Online Platforms
Think about your last trip to a big-box store like Walmart or Target. You could
probably pick up groceries, clothes, home goods, and maybe even electronics—all
in one stop. Add to that the bonus of extended hours, return policies, and
reward programs, and you’ve got a pretty attractive package.
Shopping local, on the other hand, often means visiting multiple stores to find what you need, which can feel like a hassle in our busy lives. As one friend of mine puts it, “I’d love to shop local, but I don’t have the time to hit three different stores when I can just grab everything at Walmart.”
The Convenience of
E-Commerce
And then there’s online shopping. Platforms like Amazon have perfected the art
of making shopping as convenient as possible. With 24/7 access, free shipping,
and next-day delivery, it’s hard for local businesses to compete. As a result,
shoppers—especially those with packed schedules—often default to the easiest
option rather than shopping local.
3. Time Constraints: Busy Lives, Quick Decisions
Time is a precious resource, and for many people, shopping local feels like it takes more of it. Between work, family, and other commitments, many of us simply don’t have the time to browse local stores or hunt for that perfect, unique item.
Time-Starved
Consumers
“I barely have time to grocery shop, let alone explore my local stores,” a
coworker once told me. And she’s not alone—many shoppers share this sentiment.
With long workdays, family responsibilities, and the need for downtime,
consumers often prioritize efficiency over supporting small businesses.
The Allure of
Online and Big-Box Shopping
Online shopping, in
particular, has revolutionized how we shop. With a few clicks, you can order
anything from groceries to electronics and have it delivered to your doorstep.
No parking, no long lines, and no extra stops. It’s a time-saver that local shops
struggle to compete with. Big box stores like Walmart, large Pharmacies and
Grocery stores recognized this especially during the covid pandemic and now
offer free delivery. But what about the smaller retailers? They can’t afford a
full e-commerce website or have the time to manage it. Neither can they afford
to offer free delivery. So big retailers get bigger and small start-ups go out
of business at an alarming rate.
4. Lack of Consumer Knowledge: Unawareness of What is available Locally
People don’t even know what’s available in their own city or town. Where does one begin to shop local? When you want an item, which store carries it? This has resulted in many wasteful hours browsing (often big-box stores) or malls to try to find what is desired. Men especially hate this method of shopping. If they are going to shop local, then they need to know who has what they are looking for and go straight
5. Brand Loyalty and Familiarity
Consumers are creatures of habit, and big brands know this well. Large retailers invest heavily in building brand loyalty, whether through rewards programs, memberships, or simply the comfort of familiarity. When people know what to expect from a store, they’re more likely to return.
The Loyalty Trap
Amazon Prime, for example, has tens of millions of loyal customers, thanks to
its fast shipping and exclusive deals. It’s tough for a small business to
compete with that kind of built-in loyalty.
“I get points every time I shop at my favorite grocery chain,” says a friend who rarely shops locally. “It’s hard to turn that down, especially when local stores don’t offer anything like it.”
Building a Local
Brand Identity
While local businesses often excel at customer service and personal
relationships, they can struggle to build a consistent brand identity. Without
strong branding, they risk getting lost in the sea of options consumers have
today.
6. Inconsistent Shopping Experience
When you shop at a large retailer, you generally know what you’re going to get. Whether it’s the layout of the store, the customer service, or the product selection, these experiences are fairly uniform. Local shopping, on the other hand, can sometimes feel less predictable.
Challenges for
Local Businesses
Different stores offer
different levels of customer service, availability, and selection, which can
make the experience feel inconsistent. For some shoppers, this unpredictability
is a turnoff, especially if they’ve had a negative experience in the past.
7. The Role of Technology: Lack of Digital Integration
We live in a digital world, and many local businesses haven’t fully embraced technology or simply can’t afford it. While big retailers invest heavily in their online presence, mobile apps, and digital payment systems, many small businesses lag behind. Instead they try to rely on FaceBook which is not at all professional.
Technology Gaps in
Local Stores
For local businesses, building a strong online presence can be a challenge,
both financially and technically. Limited digital infrastructure means fewer
options for e-commerce, delivery, or even digital marketing. As a result, local
businesses miss out on potential customers who shop primarily online, or at
least search for what is available locally or research a particular product to
get consumer reviews.
Conclusion: The Path Forward for “Shop Local”
WWmalls is the solution for all local businesses, big and small, because it’s as convenient and as easy to use as Amazon, but all the products are sourced only from local retailers or local manufacturers. Through wwmalls people can now find what they are looking for quickly and conveniently, order it instantly 24/7 and have it delivered in 24 hours or less. WWmalls has its own local delivery drivers who will pick up and deliver orders in the town or city, thus creating additional jobs in the community.
When we came up with this idea, many of my friends who had small home-based businesses were elated because they could now have their own online store at no cost and only have to pay a small fee when a sale is actually made. There is no risk, and their products can now be found by local shoppers and compete with the big box stores.
In addition, there are numerous large stores that have closed down in the cities and perhaps we can negotiate with the owners (who are earning nothing now since they are empty), to collaborate on using the space for home based businesses in the community where they can sell there wares in an open marketplace.
https://wwmalls.com
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