PD Editorial: To help with the recovery, buy local this holiday

If there’s a silver lining to be found in the aftermath of the October firestorms it’s this region’s renewed sense of community and new-found appreciation for the things we still have. Like one another.

We define gratitude this holiday by the work of friends and strangers - from unforgettable acts of courage to simple acts of kindness that have prevented this catastrophe from being far worse than it was. But more help will be needed in the days and weeks ahead.

One segment that needs our support this holiday season more than ever is our local business community.

Many companies, small and large, and business owners were among the first to offer food, clothing and money to help evacuees, support first responders and give assistance to those who lost everything. Some served as evacuation centers themselves. Meanwhile, many were experiencing a staggering losses of their own. Retailers and other businesses were closed for days, including those in the county’s two largest shopping centers, Santa Rosa Plaza and Coddingtown mall, which were shut down for two days.

As Staff Writer Robert Digitale pointed out in his Sunday story (“A ‘critical time’ for stores after wildfire”), October was a difficult month for many Sonoma County businesses, particularly retail stores. And for some, November wasn’t much better. Unfortunately, they are unlikely to make it up. According to America’s Research Group of Summerville, South Carolina, businesses generally bounce back after disasters such as hurricanes and floods. But they traditionally recover only about 15 percent of the revenue that was lost.

As Ben Stone, executive director of the Sonoma County Economic Development Board, noted, “This is such a critical time for so many small businesses.”

For those reasons, it’s more important than ever that locals think twice before making their purchases online this holiday season, especially if the money being spent is benefiting some distant company that has little to no connection with our area. Yes, buying items through Amazon or other online suppliers may be cheaper and more convenient. Those purchases, even buying a gift card, take money out of local circulation and, in the long run, hurt those local businesses that are providing jobs and helping the community when it needs it most.

Moreover, research shows that money spent locally has a multiplier effect. One study by the American Independent Business Alliance found that each dollar spent at independent businesses returns three times more money to the local economy than one spent at a chain store. And the return is nearly 50 times more than dollars that go to online mega-retailers.

Local businesses also are more likely to use the services of local accountants, printers, custodians, attorneys, etc. and are more likely to offer local products, providing an even greater opportunity to help the local economy.

Let’s face it. To many consumers, buying local, spending our dollars at local businesses, is a concept that makes sense and one they fully intend to follow - tomorrow.

This holiday, let’s shop like there’s no tomorrow. Helping local businesses is one of the best ways we can help ourselves - while keeping our commitment to remain Sonoma Strong.