How consumers can show their support for local businesses

The road back to normalcy after the COVID-19 pandemic figures to have some twists and turns. Even after the rollout of vaccines began in late 2020, public health agencies like the Centers for Disease Control and Prevention and the World Health Organization emphasized the importance of people keeping their collective guard up, as previously unseen variants of the virus were still being discovered.

A slow march toward recovery has begun, but the uphill nature of that march underscores how important it is that communities continue to come together to support each other as well as the locally owned businesses that make towns and cities so unique. Consumers who want to help the local businesses in their community rebound and thrive in the months and years ahead can show their support in various ways.

Be loyal. A recent study from researchers at the Harvard Business School found that a customer’s eighth purchase was an average of 80 percent higher than his or her first purchase. That highlights just how valuable repeat customers are to small businesses. Consumers who have had positive experiences with small businesses in their communities in the past can continue to support those companies by looking to them first when they need new products or services. Doing so not only helps small businesses retain more customers, but it increases the likelihood that consumers will again have positive buying experiences.