At a large group dinner last night, I struck up conversation with one of the partners at a local marketing/creative agency. In the context of “talking shop,” we discussed some of the obstacles that consumers often face when they choose to buy local. Often, they’re put in place by the business’s owners and/or leadership.
Dave shared a story. He noted that he takes vitamin supplements, and has chosen to buy them at a locally owned retailer located conveniently next to his gym. Dave’s willing to pay more to support a local business—$60, plus tax, compared to $40 tax-free if he orders online, actually. That’s the first obstacle. But the local shop often runs out of product, and Dave’s forced to either wait or shop elsewhere. That’s the second obstacle.
So why should Dave pay more for something that may or may not be in stock?
I’m all for buy local, but if we’re serious about its impact on the local economy, the need to educate business owners and shift their behavior is as great as the need to shift consumer behavior.
