Made in America

What does it mean to buy local? We see this phrase in our towns, on signs, and in social media posts from small businesses but when did it start becoming the norm in the U.S.? The “Made in America” culture was brought forth in the 20th century. By the 60s, about 92% of all purchases were made from domestic products. Today, the opposite rings true, with the example of about 95% of our apparel coming from abroad. While big companies can keep overhead low and prices appealing, the reality of convenience comes at a cost…

Why Should We Buy Local?

So what is our impetus for putting our hard-earned dollars towards local establishments? According to researchers at Michigan State University, “By buying local, you help create jobs for your friends and neighbors, contribute to improved public infrastructure, and invest in your community both socially and economically.”

Small businesses are increasingly participating in Small Business Saturdays to counteract the behemoth of Black Fridays from large corporations. In fact, it’s easy to buy local year-round. In the summer months, farmer’s markets are ubiquitous. Produce is closer to the source and fresher than most grocery store items. According to a study conducted by the Institute for Local Self-Reliance, for every $100 spent at a local business, $68 stays within the community, compared to only $43 when spent at a national chain.

In contrast, by relying on imports, we spend less money on improving our communities. This often means putting money into the hands of companies that engage in tax write-offs that only benefit those at the top. This flow of cash simply isn’t sustainable for a healthy local economy and we aren’t even talking about the ethics of tax write-offs. By buying locally we can reduce our carbon footprint to slow global warming, gain a greater sense of community, and use fewer resources to package and transport goods as they won’t have to travel as far.

This is not to say we should avoid imported products at all costs. To sum up the message of why you should go local, this quote from author Michael H. Shuman paints the overall message of why supporting local business is so crucial,

“Going local does not mean walling off the outside world. It means nurturing locally owned businesses which use local resources sustainably, employ local workers at decent wages and serve primarily local consumers. It means becoming more self sufficient and less dependent on imports. Control moves from the boardrooms of distant corporations and back into the community where it belongs.” – Michael H. Shuman

American Express has partnered with small businesses and is accepting applications to be a “Neighborhood Hero” An interesting feature on this page is a map listing small businesses they work with within your local state. Another really cool part of Amex’s commitment to highlighting local businesses is that they have free marketing assets for you to download. The industries they cover include online, general, retail, dining and beauty, available here which saves you time on creating marketing materials in preparation for Small Business Saturday.

Digital goods and why costs doesn’t reflect quality

It mustn’t be forgotten that supporting local business isn’t only about supporting the sale of physical goods but also services, such as online work. Coronavirus has changed the work landscape and many workers finally got to experience the life of extended remote work for the first time ever. Even small businesses can see the value that online work can bring to their establishment through social media and marketing.

There’s an endless supply of 10 cent an hour virtual assistants (also known as VAs) that can be easily hired to perform a task but buying cheap doesn’t automatically mean quality work. A cheaply hired VA could end up costing you more in time spent training, checking their work, timezone and deadline complications, etc. There is no short supply of horror stories over VA hirings gone wrong. The movie Where’d You Go, Bernadette? even showcases what can happen with a malicious VA. That’s NOT to say that all overseas VAs are untrustworthy or produce “cheap” work, but is it worth the risk of putting your business on the line if something goes awry?

We can think of marketing services in the same way. While you can certainly hire freelancers from overseas, the quality, necessary permits/permissions needed, or the future-minded vision may not be a part of the price. Working with local marketing professionals who understand the intricacies of American life and community politics. Best of all, if you are a B2C company, they are often also your consumer or target audience and then able to give you a genuine perspective from your consumer’s point of view.

This is why at Sword and Spark we connect you with legitimate, often local, professionals. We fight for small businesses and want to ensure that they are paying fair and transparent prices for the services they’re receiving. We also help guide and educate you on what is common practice with various professionals so that you understand what to expect.

If you are a small business and have some pain points you’d like marketing to help you solve, I’d love to have a quick 20 minute chat about how I can help you and your business.