Step by step instructions

Ready to promote local shopping to more of your community? Try an editorial or a letter to the editor. You can submit this to your local newspaper, share it in any organization newsletters, and post it on social media!

Step 1. Easily grab these 3 simple numbers for your state or territory.

If you’re in the USA, go to Small Business Profiles at the Small Business Administration. Scroll down and click on your state or territory. You’re looking for these numbers:

• Number of small businesses
• Percentage of small businesses
• Percentage of employees

If you’re in another great country, try searching for each stat, like “Number of small businesses” plus the name of your state, territory or most relevant region. I just tried “number of small businesses New Zealand” and found out that there are 546,000 small business that are 97% of all businesses in New Zealand, plus they employ 29.3% of all employees.

Hot tip: Keep the PDF or website for your data open in a tab on your browser or on your phone, and it will be simple to find the numbers to fill in the template.

Here’s an example for the State of New Mexico:

Step 2. Copy the template below to your favorite editor like Google Docs, Word, or even the notes app on your phone!

This template was provided by the Shop Indie Local promotion of the AMIBA – American Independent Business Alliance. They are a great resource for supporting local shopping all year long.

The Google Docs version of the template is here. (That link is subject to change in future years. If it’s no longer working, just copy the text from below.)

Step 3. Look for the sections in brackets {LIKE THIS} and fill them in.

You already know your state or territory name, and you just picked up those 3 simple numbers about small businesses. Just plop them into the note or document to customize it.

Step 4. Change any wording to make it sound more like you!

It’s ok to reword it, add something, or delete stuff that you would never say. The more personal you can make it, the better!

Don’t want to change a thing? That’s fine, too.

Step 5. Add a local story, or tell about a favorite local business.

The perfect place to do this is right after “entrepreneurial spirit.” Just start a new paragraph, and include a couple of sentences like this:

Holder Drug is the perfect example in our town. Not just the pharmacy, but also their amazing soda fountain! They’ve supported my family and yours for better health for generations, and they’re always one of the first donors to any local project.

Step 6. Submit it to a local newspaper.

Just email it to the editor or anyone you know at the paper. Check their website or a recent paper to find the email address. Or text a friend and ask!

Bonus points: Print it in organization newsletters.

If you belong to any club, church or organization, submit this for the next issue of the newsletter or email newsletter.

Double bonus points: Share on social media!

One super effective way to post on social media is to actually print out the letter on paper, sign it by hand, then post a photo of it to Instagram or Facebook with all the best local hashtags. And you can post the text in the comments. Multiply it by cross posting to local shopping or buy/sell groups on Facebook.

Don’t forget the #ShopIndieLocal hashtag! 

That’s it! Ready to go? Here’s the template:

DRAFT Letter to the Editor Template: Shop Indie Local

In {ADD YOUR STATE/TERRITORY}, we pride ourselves on our independent thinking, ingenuity, and self-reliance — qualities reflected in our entrepreneurial spirit.

According to the Small Business Administration’s latest Small Business Profile, our state{OR TERRITORY} is home to more than {ADD NUMBER} small businesses (employing fewer than 500 people), comprising {ADD PERCENTAGE} percent of all {ADD YOUR STATE/TERRITORY} businesses.

Our small businesses also provide the most significant source of jobs across the state{OR TERRITORY}, employing {ADD EMPLOYEE PERCENTAGE} percent of all private-sector workers, compared to an average of 48 percent nationally.

Whether you run a business or not, we all have an essential role to play in supporting entrepreneurial success and community wealth. As many of us look to share gifts with friends, family, and coworkers, we also have the opportunity to give a gift to our community. When making holiday purchases, we ask you to “Shop Indie Local” and choose to spend your dollars at locally owned and independent businesses.

Why Shop Indie Local?

When you spend your dollars at locally owned retail businesses, more money returns to your local economy than if you spend that same dollar at a chain store.  According to Civic Economics, when you spend a dollar at an independent business, about 48 cents returns to your local economy. (Spend it at a chain store and only 14 cents return; spend it at an online giant and only pennies return.)  That 48 cents recirculate through a local economy, generating ripple effects that strengthen jobs, charitable contributions, and community prosperity. Capitalizing on this local multiplier effect is key to creating jobs and wealth in our community.

On the flip side, purchasing from Amazon or other remote online retailers provides virtually no economic benefit to our community. The American Independent Business Alliance calculates that 1 percent of the cost of an online purchase will go back into your community — only if the delivery person is a local resident.

Local, independent retail businesses help employ many more people than just those on the sales floor. They’re more likely to bank with your local banks and buy from other local businesses compared to absentee-owned companies. They’re also more likely to hire local service providers like accountants, graphic designers, sign-makers, webmasters, and various skilled positions — jobs for aspiring entrepreneurs.

Local non-profit organizations depend largely on contributions from local businesses. This support builds relationships that cement commitment to civic institutions like schools, churches, and fraternal leagues that aid economic prosperity, community cohesion, and trust.

If most of us shifted even one or two more purchases to independent, community-based businesses this season, we would create dramatic, positive changes in our local economies and help induce new jobs in our state{OR TERRITORY}.

So do yourself — and our community — a favor this year by shifting more of your spending to your local merchants, service providers, artisans, and locally owned and independent businesses. Along with helping your neighbors and community, you may just find that the Shop Indie Local spirit turns holiday shopping into a far more relaxing and enjoyable experience: one that rewards both you and your community.

{SIGN YOUR NAME HERE}

Guest post by Jen Risley, AMIBA

Why promote Shop Indie Local early this holiday season? Because more of us are shopping early for holiday gifts.

From National Retail Federation:

Over the last decade, consumers have been kicking off their holiday shopping early in order to spread out their budgets and avoid the stress of holiday shopping. Continuing the trend [in 2022], 60% of holiday shoppers started browsing and buying by early November.

How to say it in your small business marketing

A good message to share with customers is something along the lines of “Let’s ensure that independent businesses have strong end-of-the-year sales by supporting them now.”

Here are some ways they can support not just your business, but all your local independent colleagues:

• Pre-order gifts and supplies today
• Buy a gift card
• Support local fundraising campaigns
• Donate to your community’s Independent Business Alliance
• Share on social media how much you love locally owned businesses (tag your post with #shopindielocal)
• Adapt and share these posts on social media

A huge thank you to the American Booksellers Association for creating the October is the New December campaign to boost the Shop Early, Shop Local message. Check out their campaign here.

Make your own social media graphics with the “Shop Early, Shop Indie Local” message, like this one from the American Booksellers Association:

Stacks the bookstore cat says shop early, shop local.

Subscribe to SmallBizSurvival for more Shop Indie Local updates throughout the holidays.

Small businesses are trusted – tap that trust

For rural communities with struggling businesses, cash mobs and shop local used to be popular economic development tools. They are useful to bring together people from all across the community and bridge divides.

Small businesses are one of the few institutions with broad support across divisions, in fact they are one of the most trusted institutions in the United States. When we give people small but meaningful ways to support local businesses, we’re tapping that shared trust to bridge divides.

To do that, we want to create experiences that bring people together from across different groups to each play a meaningful role.

Cash mobs can pull the community together

Remember cash mobs? A “cash mob” is a group of regular people who decide to all support the same local business at the same time. Picture you and 10 friends all going to the hardware store each with $25 you’re going to spend there. Think how excited you’ll be and how much of a difference you’ll make in the merchant’s sales total.

This has all three elements: Bring people together across groups, give everyone a small but meaningful role, and create experiences that change people’s thinking.

Cash mobs went viral about 10 years ago, and now the buzz has died down. At the Institute for Quality Communities Placemaking Conference, Melody Warnick, author of This is Where You Belong, said cash mobs are still a good way to build place attachment.

Shop Local that still works now

Another project that is not as popular as it used to be is shop local campaigns. To be effective at bringing people together and changing behavior, it has to be more of an experience than just a slogan.

Franklin County, Iowa, started a ‘buy one product local’ campaign that turned into a real experience because they picked toilet paper as the focus. They identified every single business that sold toilet paper, including the Hispanic grocery, the farm supply and the hardware store. Those businesses got really creative with displays and promotions. The local radio station told toilet paper jokes. Facebook was filled with posts of people shopping for toilet paper, pictures included.

Everyone in town was talking about toilet paper! They were redefining themselves as people who supported their town, all because they bought their toilet paper locally.

This has all three elements: Bring people together across groups, give everyone a small but meaningful role, and create experiences that change people’s thinking.

Need a rural speaker for your event?

Rural Speaker Becky McCray presented this session to the Main Street Now Conference, Main Street America, in Boston.

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April is traditionally Move Your Money Month in the shop local community. Bank Local and Invest Local are the financial parts of the shop local movement.

In 2023, the timing couldn’t be more noticeable. High profile bank failures, lots of talk about other banks in trouble, and a serious debate about the financial system (AGAIN!) make Moving Your Money to a local bank more attractive than ever.

Local banks still exist in many small towns, and some of you have multiple local bank choices. If you don’t have a locally owned bank, regional banks may be a better bet than the giant banks.

If you have concerns, talk to your local or regional bankers. Some like Jill Castilla of Citizens Bank in Edmond, Oklahoma, (admittedly in a suburb, but still a great role model) go to great lengths to be accessible to their community.

Find your bankers online or at community events. Ask questions about how they manage the kind of risks that brought down big banks recently. See what you think of the answers. (Hint: they’re much more careful.)

Move Your Money

Really, it’s not that hard to move your money to a local bank. You’ll likely get all the important services you’ve come to rely on like mobile deposit and online bill pay. Even the bank in my tiny community of 30 people is online-savvy. (Shout out to Hopeton State Bank: Shaped by the past, Focused on the future.)

Need the how-to-move list? Search or ask your favorite AI for a list of steps to move to a new bank.

Source: People First Economy

Run a Move Your Money campaign in your community

Join the Move Your Money movement at AMIBA (American Independent Business Alliance). They’ll email you with resources throughout April. Check the Top 5 Reasons to Choose a Community Bank.

Get inspired by the resources page from The Local Crowd in Monadnock, NH: Move Your Money

Advocate for change with the policy-level info from the ILSR on Community Banking.

Discover more about local banking and local investing

Beyond shop local is bank local, 2010

Local investing could solve several rural business problems, 2011

Local investing will change the face of small towns, 2012

Small Town banks know lots that big banks don’t, Small Town Rules, 2013

Community banking is critical to small towns, audio, more from Jill Castilla (mentioned above), 2014

Economic self defense for small towns, 2020

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Will you run a Move Your Money campaign? Send us your small town business stories, and let us know what questions you have.

Having trouble getting customers in the door? Consider these tips. Photo by Becky McCray

If you have a retail store in a small town, you know how difficult it can be to attract customers in the door. With so much online competition and limited resources, it is hard to get people in the store and buying your products. In this article, we’ll share some of our best ways to get customers in the door of your retail store.

In our recent Survey of Rural Challenges, one store owner said, “Our challenge is getting customers in the door. They assume the selection and prices will be better at big box stores. If we can get people into the store they see that we have better quality at better prices, and we get the sale.”
Another said even bribery wasn’t working: “People who live in town have never walked through the door. Even when I sent them a $20 gift card to entice them.”

Check your store’s product selection. Is it what people really want these days? Photo by USDA

Do you have what they really want?

Make sure you have what your customers want. All the promotion in the world won’t drive customers to a business that doesn’t offer what people want.

The first retailer above said if customers do come in, “we get the sale.” That’s a good indication that you’re on target.

Limited business hours are the Number One complaint against small town businesses. Most of us don’t live on this schedule any more. Photo by Becky McCray.

Are you open when they’re shopping?

They can’t come in the door, if the door isn’t open.

Bob Phibbs, The Retail Doctor, made a house call with us some time ago to talk through small town retail challenges. Here’s his advice about hours:

“Studies have shown that, in order, these are the best money making times for retail:

1. Saturday 11 am – 1 pm
2. Saturday 3 pm – 5 pm
3. Sunday 3 pm – 5 pm
4. Sunday 11 am – 1 pm

“If your store is closed on Sundays, you may be missing out on two of the top four money-making times! You have to test these against your store to see if it proves true.”

I ran a retail store for almost 13 years in a small town. We were open 10am to 9pm, Monday through Saturday. Sales from 5-9pm were always more than sales from 10am to 5pm. Almost every single day for over 4000 days, evenings beat day time for us.

If you’re willing to do some simple research, you can find out the best hours for a store in your town.

You have a lot of marketing tools at hand today. Use them to remind people over and over that your store is here and what you offer.

Invite them in again and again, at least 13 times

Our contributor Glenn Muske said, “Research has found that potential customers need to hear or see the name of a new business three to five times before they even recognize that the business exists. Thus, a one-time big advertisement will do little to bring in customers. Continuity in the early days is crucial.

“Knowing about the business is only part of step one, however. You now have to get customers in the door. Research suggests that potential customers may need another five to seven contacts with your product or service to recognize its benefits to them. Remember, the customer wants to solve a problem.”

Contacts with your customers can be all the times they see your ads, social media posts, flyers, online listings, signs or sponsorship of local causes. You don’t get to count the ones they don’t see.

You have to put your business out there a lot more than you think in order to get just one customer in the door.

Musicians on the sidewalk? Tool days in the parking lot? Dinner in the greenhouse? There’s no end to the experiences you can create in or outside your store that help you bring people in the doors. Photo by Becky McCray.

Create experiences with events

To survive in independent local retail today, you must provide an experience that can’t be duplicated by chain stores or online or in the big city. Events are one of the best ways to create a meaningful experience that is tough for any big store to duplicate.

Hold an event that is a real experience

The owner of a retail hardware store and greenhouse in rural Kansas started brainstorming ideas for events he could hold to create an experience for customers.

• Tool Days. Bring in the guy who does blade sharpening for the afternoon. Set up tents in the parking lot and have people teach how you use tools of all kinds. Do demonstrations and hands-on (appropriate) play with tools.
• Dinner in the Greenhouse. His well-stocked greenhouse is a wonderfully green and lush space in dry Western Kansas. There’s room for a couple of tables, and there’s a bubbling fountain. It’s great! Let’s have dinner there! Get a local eatery or aspiring chef to cater. Have fun with it. Use a jungle theme. Get creative. Since there are only a couple of tables available, turn it into a super-exclusive special thing that not everyone can do. Sell out early.

Do a bunch of mini-events

I’ve shared these ideas for mini-events for rural retail businesses before:

• Recruit anyone who gives lessons to hold a student performance (could be music, dance, martial arts, drama, writing, language, anything!) Students bring families, instant crowd
• Bring games, tables and chairs and hold a game night (board games, card games, dominoes, adult coloring books, you name it)
• Bring beach chairs and umbrellas and pretend you have a downtown beach (play beachy summer music for bonus points)
• Hold a tasting or sampling from any local winery, food business, or even cooking classes
• Read poetry or start community conversations on any topic you like (poetry slam?)

A local furniture store hosts two temporary businesses for a special shopping event, combining business-in-a-business and pop-ups to benefit everyone. Photo by Becky McCray.

Host a pop-up business inside your business

Invite another business to set up in a corner of your shop, as a pop up. This could be an artist, artisan, maker, crafter or tinkerer.
Look for those that are doing business from their homes. Maybe they are just beginning to think about making some money with their products or are just starting to get an online following.

Once they setup, make more of it:

• Hold a meet the artist event
• Have a party announcing your new acquisition
• Create a Facebook event and do something special to announce their arrival

Joann Schissel shared her pop-up event success story with me:

“My partner and I have a winery business (Nearwood Winery). He makes the wine, and I’m in charge of customer experience. We have a small tasting room on the square in Knoxville. We’ve found that pop-up shops or a one-time event seems to bring in customers. Our next community event is “Living Windows” which kicks off the holiday shopping season. We invited a crafter to set up her “shop” inside our wine tasting room for that evening. She sells hand made gift bags that hold a bottle of wine. Other pop ups we’ve had is book signings by local authors and art exhibits by local artists. All these type of promos seem to bring in customers. We try to focus on products/services that enhance the wine experience. Our motto is “where creatives gather.”

Three local stores cooperated on this joint ad, marketing their stores together. Photo by Becky McCray.

Cooperate with other businesses

Leverage your relationships with other businesses to put together a tour of businesses, or an experience that includes more than just your business.

Joann did this, too! She created a local fashion show:

“I reached out to our business owners that had fashions or a tangent business. I know a jewelry designer that will match her product with the clothes from the boutiques. A local photographer will take photos of the models and the event. A fabric designer that makes her own jackets will model her creations.

“I charged $5 advance tickets (available online or at the shops) and $10 at the door. The first beverage is free, so there is very little ‘risk’ to the guests, but allows me to gauge interest and attendance. We had 15 models (includes kids) and friends/relatives were in the audience. I am focused on ‘gathering my crowd’ strategy and catering to established groups of people that have their own crowd. I loved working with the women business owners and promoting their products.”

The retail store owner’s dream: so many customers, they can’t all get in the doors at once! Photo by Becky McCray

Keep trying and keep trying

After more than a dozen years of small town retail experience, I understand how it feels to stand in an empty store and wonder where all the customers went. But today, we have so many tools to market our businesses, serve customers in new ways, and create experiences they can’t get anywhere else. Our best bet for survival is to keep trying new experiments and keep the ones that work best. Then try more new experiments.

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Cited by:

Get Customers in the door, Atchison County Development Corporation Newsletter, (Missouri) Spring 2023

While they were pointing out HipCamp to us, our friends at Marketing Delmarva also brought up the enduring power of Google Local reviews and photos. (I added the bold for emphasis.)

If you love a local place, put it on Google. Following our first pick-your-own experience at said blueberry world, while sitting in the car in a berry-fueled coma, I edited some photos and posted a raving review and images on Google. I’m still (two years later), getting updates that those pics set records for how much they were viewed. Not sure if or how that translated to their sales but it’s a great way to boost visibility for any place/area/attraction one visits.

If you love a local place, put pics on Google Maps.

I completely agree! I also have photos up there that have been viewed over 10,000 times. Combined, my meager 35 photos have over 350,000 views. I love to post photos of small town businesses and leave reviews especially for people who go above and beyond. This has reminded me to get back to leaving reviews, now that I’m out and about more.

Yes, post retail and food businesses, and also service businesses, public places, museums, parks and more. If the place is on the Map, you can probably add a photo and usually review it, too. I just posted a photo of my local Farmer’s Cooperative grain scales!

Eatery pro tip: Post photos of menus.

Yes, yes, menus change. But as a potential customer, it helps to have a starting point!

How to add photos to Google Maps

A word of caution, Google is always changing things so you may need to search support.google.com for the current instructions.

Add photos while you’re still at the business, for maximum impact:

1. Open Google Maps on your phone
2. Find the business on Maps
3. Look for the + or “contribute” button to add a review and photo.

Find your photos already on Google Maps

Wondering if your own photos have been viewed a lot? You can check.

To find your existing photos, you need to start on your computer.

1. Open Google Maps on your computer (not your phone)
2. At the top left, click the menu button. The icon is three horizontal lines, or sometimes called a hamburger menu button. It’s next to or part of the search box.
3. Click “Your contributions” to see a map of all your places.

You can even contribute a photo to a local business from the “your contributions” menu. It’s a great way to play catch up and post a bunch of photos at once.

Action steps for rural Chambers of Commerce

You’re sitting on a goldmine of local photos. If you haven’t put a batch up on Maps lately, schedule time to do that.

Not just your businesses, but also your parks, public art and museums. 

Remind locals to review places, even places they go all the time. They know more than someone who only visits once. Encourage your positive folks to leave good reviews, since the negative folks are quick to post something snarky.

I once got a negative review for my liquor store that said, “It sales spirits and that is bad.” (Probably not an actual customer.) I wrote a reply about how we supported local efforts to prevent underage drinking. I like to think that a calm reasonable reply helped our reputation. Luckily, my friendly customers rallied with more positive helpful comments. (Thanks, y’all!)

Help businesses get more reviews with approved campaigns. 

Now, Google is touchy about what’s allowed in promoting reviews. But generally, these are good bets:

1. Get more businesses verified. They can do this with a simple phone call or by paper mail.
2. Post signs to remind customers to leave reviews, or create cards to drop in bags or hand to customers.
3. Use a QR code to the location on Maps. Follow Google’s instructions to create a quick link to leave a review.
4. Encourage business people to review each other, when appropriate. They know the value of reviews!

Pro tip for businesses: Check Google’s Marketing Kit for signs and ways to easily print out your best reviews. 

Let me repeat, Google is always changing things, so all these links may be dead by now. You may need to search support.google.com (or where ever they offer support now!) for the current instructions.

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Learn more from AMIBA, the Shop Indie Local lead sponsor.

Let’s do a throwback. Tell your founding story. 

How did your business come into being? How were you founded? Who was involved in your early history?

Go dig out an old photo, the older the better. Tell an early story from your business in just a few sentences.

I know this works because I recently heard a presentation from an Oklahoma business legend Stan Clark where he shared his story of getting started. The whole room was fascinated, and your people will be, too.

My liquor store founding story was that I bought it in 2006 — from my mom! I can tell that along with how my husband and I worked together to get our license, how we modernized our technology away from the old register you see here, and who our early helpers were.

Afraid your business is to new? Pshaw! I bet people still don’t know why and how you started.

Make sure you throw in the hashtag: #ShopIndieLocal

You can do this on Facebook or Instagram, or in print ads you’re planning to run. Makes a great video story or reel!

Check your fellow local businesses online. Look for their founding stories and cheer them on with likes, shares and comments.

See the whole series:

Read all our articles in our Shop Indie Local series.

Learn more from AMIBA, the Shop Indie Local lead sponsor.

Reprint or share this article:

Shop Indie Local is our group theme for holiday marketing this year. You have my permission to forward these articles to your local retailers, merchants association, chamber of commerce, downtown development group or any one else you think would benefit from them. All you need to do is list the author as Becky McCray of SmallBizSurvival.com and then let me know who you are sharing with.

Learn more from AMIBA, the Shop Indie Local lead sponsor.

Your customers matter a lot to you. And they have great stories. Now, the story doesn’t even have to be related to what you do. It can be anything amazing or interesting about them. It’s a great excuse to get to know customers a little better.

IMPORTANT: Ask your customer for permission to share their story and photo. Don’t surprise them by talking about them publicly without permission.

Deb Brown browsing in a Galveston, Texas, store. Photo by Becky McCray

What can you share about your customers?

• What do they do for work, studies or profession?
• Who is in their family?
• What’s interesting about them?
• What causes matter to them personally?

Bonus points: Do it live!

Why not tell your customer’s story in a quick live video on Facebook, Instagram, SnapChat or TikTok? Maybe even invite them to join you, like a mini-interview. 

Save that video, then post it to your website or other social channels.

Multiply it: Like and share

While you’re online, look up your local business buddies. See if they have posted their mini-stories yet. When you find them, like and share them!

You can do as many of these customer mini-stories as you like!

See the whole series:

Read all our articles in our Shop Indie Local series.

Learn more from AMIBA, the Shop Indie Local lead sponsor.

Reprint or share this article:

Shop Indie Local is our group theme for holiday marketing this year. You have my permission to forward these articles to your local retailers, merchants association, chamber of commerce, downtown development group or any one else you think would benefit from them. All you need to do is list the author as Becky McCray of SmallBizSurvival.com and then let me know who you are sharing with.

Learn more from AMIBA, the Shop Indie Local lead sponsor.

This week, introduce one of your people, the people who work for you or work with your customers. If you’re the only one in your business, introduce yourself!

Start with their names. Think about how you know a lot of people by sight, but you don’t know their name. Or that terrible feeling when you should know their name, but can’t think of it! Introducing your people helps your customers get to know them.

• What do they like to do off hours?
• Who is in their family?
• What’s interesting about them?
• What causes matter to them personally?

IMPORTANT: Ask their permission first. Don’t surprise people with this.

People make stores into special places. Photo by Deb Brown.

Bonus points: Do it live!

Why not introduce your people in a quick live video on Facebook, Instagram, SnapChat or TikTok? 

Save that video, then post it to your website About page.

Multiply it: Like and share

While you’re online, look up your local business buddies. See if they have posted their mini-stories yet. When you find them, like and share them!

You can do as many of these people mini-stories as you have people!

See the whole series:

Read all our articles in our Shop Indie Local series.

Learn more from AMIBA, the Shop Indie Local lead sponsor.

Reprint or share this article:

Shop Indie Local is our group theme for holiday marketing this year. You have my permission to forward these articles to your local retailers, merchants association, chamber of commerce, downtown development group or any one else you think would benefit from them. All you need to do is list the author as Becky McCray of SmallBizSurvival.com and then let me know who you are sharing with.

Learn more from AMIBA, the Shop Indie Local lead sponsor.

Plan this one ahead: Share your holiday traditions

Customers are busy beyond belief during the holidays. Rather than talk about your business the days right before the big day, put the focus on you as a person.

Plan ahead for the busy week of Christmas: Tell about one of your family’s Christmas or holiday traditions.

It will help your customers see you as a whole person and to see you as like themselves. So even if your family traditions aren’t anything unusual, that’s ok. It will make it easier to empathize with you.

Having trouble thinking about your family’s holiday traditions? Here are some starter ideas to kick off your thinking:

• Do you have special Christmas ornaments you always use at home?
• Do you have decorations or items handed down to you from family members? Something you remember as a child?
• What are your favorite foods at holiday dinners? Since I lived in south Texas as a kid, pecan pie would be a bonus!
• Are there special holiday items you get from another local store? In my town, Whittet’s Meat Market always carries special candy around Christmas, a tradition Doug Whittet picked up from his father who also ran a meat market.
• Do you have a favorite holiday movie or show you watch as a family?

Remember, even if these sound normal to you, that’s all the more reason to share them. You’re not just a faceless business owner; you’re a real person that customers can understand. No online store can ever be so human.

Share a photo, too. Maybe a photo of your family during a previous Christmas.

Make sure you mention the #ShopIndieLocal tag. You can do this as a post or story on Facebook or Instagram, or in print ads you’re planning to run. For bonus points, do this as a live video on Instagram, TikTok or any channel you like to use with customers.

Check your fellow local businesses online. Look for their holiday stories and cheer them on with likes, shares and comments.

See the whole series:

Read all our articles in our Shop Indie Local series.

Learn more from AMIBA, the Shop Indie Local lead sponsor.

Reprint or share this article:

Shop Indie Local is our group theme for holiday marketing this year. You have my permission to forward these articles to your local retailers, merchants association, chamber of commerce, downtown development group or any one else you think would benefit from them. All you need to do is list the author as Becky McCray of SmallBizSurvival.com and then let me know who you are sharing with.