The weather is cool. The sun goes down seemingly by mid-afternoon. And even if our fall foliage isn’t world-renowned, the leaves of rural Texas have changed colors and provided some brilliant hues to the interested observer. Many of us are also engaged in some form of holiday shopping to plan for Christmas and the new year to come.
In the past, I have written on the merits of shopping small and shopping locally. A few of those statistics are worth revisiting. For every $100 that you spend with a small business, a sturdy $68 stays within the local community. When you shop with a local branch of a larger chain (Walmart, Tractor Supply, etc.), an estimated $48 stays local. No matter how you shop local, those funds cascade through the community. They are paid out in wages that employees then spend throughout the community. Those local businesses buy from other local businesses. Those funds go towards local taxes, donations to community organizations, and more. And as we know, when you shop out of town (whether online or in person), $0 stays at home.
Last week, the Texas Observer wrote a neat story about independent bookstores in Texas (Stamford’s own “Noteworthy” even got a shout out). The book business has been difficult for years, thanks to digital alternatives and competition from Amazon, but many local bookstores are finding new ways to thrive. I was struck by a powerful comment from an Austin bookseller:
“Where you spend your money is where you put your values.”
That line should resonate with rural communities in a big way. If we do not spend our money locally, then do we value the local community? It is a tough question, particularly when faced with the challenge of a tight budget and a local option that may not always be the cheapest in strict dollar terms. But how much time and money do you spend driving to the nearest bigger city to save a few dollars, when a local option is available?
For a variety of reasons, it is challenging to own or start a small business in a rural community. Your target market is smaller than it is for a similar business in the suburbs. Some of your expenses and costs of living might be lower, but shipping costs and other expenses are higher. I see great potential on the horizon in 2023 and beyond for Stamford and other rural communities, but potential alone does not pay the bills for a small business. Rural businesses need the support of their local people to survive until the “potential” becomes reality in the form of more people spending money in our towns as new residents, tourists, and business owners.
So, as you wrap up your holiday season and prepare to start a new year, I encourage you to value your local community by spending money locally. Buy gift cards from local businesses for your friends or customers. Get stocking stuffers from local artisans and makers who are selling them. You might be surprised just what is available!
Consumers must buy local if we want local to exist. Local leaders must work to make local small business viable, so that consumers CAN buy local. This is no overnight transformation—our rural retail sectors have been on a downward trajectory for over a half-century, so one Christmas season won’t reverse that trend. But one Christmas season is a good place to start!
Buy local. Support your friends and neighbors. Invest your shopping dollars in the place where you call home, because it shows you value the place. It is a good start toward making that place better for years to come.
James Decker is the Mayor of Stamford, Texas and the creator of the West of 98 website and podcast. Contact James and subscribe to these essays at westof98.substack.com and subscribe to West of 98 wherever podcasts are found.