Wolf

Buy Local; Buy Smart

Tom Wolf published this article on December 22, 2011 in Build your Business. No comments. | Comment

I’m always intrigued by suggestions that we should buy local because it is the right thing to do.  American Express recently launched a promotional blitz to take advantage of this sentimental attachment to local economic activity hoping, according to one observer, to get “a bigger share of consumers’ spending in what’s likely to be another lean year.” (Bloomsburg Business Week November 23, 2011, Online Edition)  The Amex “Buy Local” campaign is ostensibly aimed at raising shopper awareness of local alternatives to the chain stores.  The suggestion seems to be that while you might pay more for something from a local mom and pop establishment, you’re doing the right thing in buying from them.  You’re doing the right thing for mom and pop, and you’re doing the right thing for the local economy.

I agree that buying local gives a nice boost to the neighborhood economy, and it makes sense to support the people who create and sustain jobs in your backyard, but I don’t believe consumers should be asked to suspend their economic self-interest when they make this decision.  This is certainly true when it comes to building materials.  When it comes to the products serious remodeling projects require, buying local is not only the right thing to do, it is also the smart thing to do.

Locally owned, independent building materials dealers are the heart and soul of local economies throughout the country.  They are also the heart and soul of the building materials industry especially when it comes to big remodeling projects.  Serious amateurs and knowledgeable professionals rely on the independent dealer to give them the information, products and services they need.  They also rely on these independently owned dealers to provide these goods and services at the right prices.  These customers are doing the smart thing by patronizing the independent dealers in their neighborhoods.

So while I applaud American Express for supporting the efforts of local retailers during this year’s holiday season, I would applaud the company even more if its promotional message made it clear that customers who patronize local business establishments are not only doing a good deed, they are also making a smart buying decision.  This is especially true in the building products industry.  When you buy local, you’re buying smart throughout the year.