Steve Frey
Okay, this is your big chance. It only comes once a year. Today, Nov. 24, is Small Business Saturday across the country. It is a special day to give some love to local businesses as you make your holiday purchases.
Yesterday was Black Friday, and if you were crazy enough to go out at some unearthly hour to fight over a vacuum cleaner on sale, well, let’s hope you got one. Monday is Cyber Monday, where you get to surf the internet for deals that guarantee free shipping and the Fed-Ex guy later tossing your delicate electronics on the porch (just kidding, conscientious Fed-Ex guy). However, today is your chance to get that special gift and to pay yourself back at the same time.
When you buy something at a local shop, you are getting a gift that you probably can’t find at the big box store, which makes it unique. Plus, that shop owner and her workers probably live and spend in your same town, so revenue is multiplied locally, the tax income helps support the city and, yes, that bargain item is helping to pay for the new boiler at the elementary school. In other words, your purchase helps you and your neighbors.
Let’s use Radford as an example. There are all kinds of different shops along and off East and West Main Street. On that route, let’s call it Candy Cane Lane for today, you can get items for your pet (Doesn’t your dog deserve a festive elf hat?), drug store specialties, clothes, mattresses, Hot Wheel cars, furniture, jewelry, arts and crafts, bikes, plants, toys, antiques—well, just about anything!
Better yet, make a day of it. Start at the coffee shop for the best cup of joe anywhere, and then do some shopping in the morning; stop at a restaurant for lunch; do some more shopping; visit another restaurant for dinner; have cupcakes, ice cream or a slice of pie for dessert; and then hit the Radford Theatre for a movie. After that, you can go out again for a little holiday cheer or head home after a full and successful shopping adventure.
Hopefully, you formed a detailed framework by Friday night. You outlined the shops and restaurants you wanted to visit and created your plan of attack. You were strategic and had your Christmas list ready to go. Now, as you march through town, you can load up your car with everything you need. Mission accomplished!
Here’s another idea—bring friends along. Sure, make it a moving party. You’ll shop, dine together and have loads of fun. That’s part of what the holidays are about, right? Plus, it’s always great to have a second opinion: Is this pattern too loud? Are these earrings too large? Do you think he would like these television-amplifying headphones?
Why, by the end of the day, you’ll be walking through downtown Radford carrying your shopping bags brimming with deals and belting out Christmas melodies. Hey, wouldn’t it be great if students came down and played songs or sang carols (music teachers, it’d be a fantastic way to get extra practice in for that big holiday concert—hint, hint)? It wouldn’t be surprising to see others join you and before you know it, there’s practically a block party filled with Christmas greetings, songs and merriment.
Now, if you’re like most people, it is not easy to find that perfect gift for finicky Aunt Bertha or quiet Cousin Quincy. Here’s the ticket—a gift certificate. Yeah, just go to the store, theater or restaurant and get a generous gift certificate that can be used anytime. Everyone loves a movie, dinner or to buy something they may want but are reluctant to spend money on themselves. It’s way better than another can of variety popcorn or an electric backscratcher (although those may be perfect for many)!
Okay, here’s the clincher—it’s your civic duty. The Radford City Council proclaimed today as Small Business/Shop Local Saturday and encouraged everyone to visit city shops. You don’t want to let your city down, do you (we know you are currently standing with your hand on your heart and eyes skyward as you contemplate your community responsibility)?
Oh, and by the way, we love you Fairlawn, Pulaski, Christiansburg, Blacksburg and everywhere else! Everyone’s invited to Radford’s party!
What if you can’t make it downtown today because you have to get new tires and the car inspected (you can get those tires downtown, too, you know)? That’s okay; you can go on another day or even next weekend. No, the merchants won’t be upset if you come a day or weekend late, but they’d love for you to experience today’s festivities.
Okay, you’ve got your plan, you’ve stopped at the bank ATM (conveniently located downtown, also), you’re wearing comfortable clothing (hey, it’s another chance to wear your ugly Christmas sweater or reindeer antlers) and you’ve brought along your credit cards and friends. Let’s get this buy-local party started!
Now, all together: “It’s the most wonderful time of the yeeaarr…”
Steve Frey is a writer and CEO of Ascendant Educational Services based in Radford.
