Nov 9, 2014

Why Shopping Independent Stores This Holiday Season Should Be On Your To-Do-ListBy Nicole Leinbach-ReyhleForbes.com

Did you know that on average, 48 percent of each purchase at local independent businesses was recirculated locally, compared to less than 14 percent of purchases at chain stores? This data, shared by the American Independent Business Alliance, along with countless other reasons are why it’s so important to support your local businesses this holiday season and always.

Shopping should be an enjoyable experience with interactions that leave us feeling good versus feeling like we have to do a chore. I find that’s far more likely to happen when I’m patronizing local independent businesses, plus I also find independent merchants usually beat the chains or the online mega retailers when you add up the key factors. These include product quality and durability, getting expert advice without having to waste time doing my own research and ease of return if an exchange is needed, as well as price. I think the discount chains have brainwashed America into valuing cheapness above all, but the best value isn’t always – or even usually – the cheapest product or vendor,” shares Co-Director of the American Independent Business Alliance Jeff Milchen.

Expanding on this is Ellen Divita, Director of Community Development in DeKalb, Illinois, which is home to Northern Illinois University.

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