When was the last time you decided to do your shopping downtown? In the majority of the reader surveys by the Consumer Reports National Research Center, shoppers have rated independent, local retailers among the top places to buy appliances, eyeglasses, and electronics, beating out national retail chains such as Home Depot, Sears, and Walmart.
A big plus to shopping locally is that small businesses funnel more money back into the local economy. One study on local purchasing found that out of every $100 spent in an independent business, $68 went back into the community. Spend that same $100 at a chain store, and just $43 stays local. And local businesses sponsor sports teams and host events such as wine tastings and do-it-yourself clinics.
It’s tough to beat Walmart’s prices, but shopping locally doesn’t mean that you have to spend a lot more. Here’s how to get great deals close to home.
• Ask for a better price. Unlike managers at many chain stores, local shopkeepers are usually easy to find and willing to haggle. Just ask nicely (remember, you’re asking for a favor) and be discreet. Even if a store can’t budge on price, you might get some extras thrown in, such as free delivery or accessories, like a bag for a new digital camera.
• Become a regular. When store owners get to know your preferences, they might be willing to offer you such perks as discounts on bulk orders, a heads-up when sales and promotions are coming, and special orders.
• Get advice before you buy. Small businesses rely on repeat business, so they want to make sure you get exactly what you’re looking for. And when you get it right the first time, you don’t waste your time or money on duds.
• “Like” local businesses on Facebook. In a survey of 800 small businesses conducted by Manta, an online small-business community, 75 percent said they used social media to advertise products, services, and promotions.
• Don’t be shy about using coupons. It’s not just big chains that advertise in local newspapers. Check for “bring in this ad” and coupon discounts. And don’t toss that Valpak envelope you keep getting in the mail.
• Remember local franchises. Ace Hardware, GNC, Petland, and Radio Shack are national brands but they’re franchises, so they’re owned locally rather than by the company headquarters. And though the local store owners have to pay franchise fees, they have more flexibility than nationally owned chains when it comes to pricing and service.
• Shop online. Locally owned retailers large and small are beefing up their websites and social-media pages, and some are already very well-established. For example, Etsy, which features hundreds of local store sites, makes it easy to filter by location by letting you type in a location and category using the "Shop Local" tab the lefthand side of its home page. We searched “Brooklyn” and "decor and housewares" and found a variety of handmade Christmas wreaths, including paper (EsterlineFelina); clothespins (LeanneLane4U); pink balloons (WeLoveWreaths); and seeds and pine cones (katecloset).
It isn’t as easy to find local goods on eBay as it is on Etsy, but you can restrict your search by location by using the advanced search. Many eBay sellers will let you pick up items in person, saving on shipping costs. And look for local stores on Amazon. Although you can’t specifically search by an item’s location, Amazon includes its Marketplace partners in the price listings for individual items. So next to the Amazon.com price, you might see a buying option from a local shop.
Yahoo Local has a good database of stores, though they aren’t exclusively independently owned; you’ll have to weed out the Targets and Best Buys. And most stores have user reviews. At Goodies for Gifts, for instance, you can find local treats from small companies around the country; we recently found flavored honeys from Nassau County, N.Y., pecan cookies from Chapel Hill, N.C., and homemade marshmallows from San Jose, Calif.
This article previously appeared in the February 2013 issue of Consumer Reports Money Adviser.
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