While national chains struggled a bit with holiday sales, a national survey showed locally owned shops gaining 2.2 percent sales, according to a report on New Rules Project.
The survey also found that independent retailers in cities with active "Buy Local" or "Think Local First" campaigns reported stronger holiday sales than those in cities without such campaigns. These campaigns have been launched by local business alliances in more than 100 cities and towns. Independent retailers in these cities reported an average increase in holiday sales of 3.0%, compared to 1.0% for those in cities without an active Buy Local initiative.
Nearly 80% of those surveyed said public awareness of the value of choosing locally owned businesses had increased in the last year (16% said it had stayed the same).
"The buzz about buying local was louder among my customers this year than any other year," said a shoe store owner in Michigan.
"We've had many customers say they are making a real effort to 'Buy Local' this year. A number of customers said they saw an item at a chain store or online, and came back to us to purchase it," said a retailer in Maine.
