Small businesses don’t hardly get the recognition they
deserve. Last Saturday, was the fourth annual Small Business Saturday—an
American shopping holiday held the day after Black Friday. This idea encourages
and motivates shoppers to shop small
at their locally owned businesses. With the focus of small businesses on this
one particular Saturday, consumers are given the ability to shop small and form or change attitudes about “brick and mortar” stores.
The American culture can
easily get caught up in big box retail stores—especially around the holidays.
It’s important to realize the importance, impact, and personal relevancy small, local businesses can have on our
community and economy.
On Small Business Saturday, I shopped at the locally owned
Indianapolis store “Silver in the City,” a quirky shop that specializes and
focuses on Indiana-themed items. Personally, I have a strong attitude confidence and persistence for
the city of Indianapolis, so this stored is of great favorability to me.
While shopping and purchasing locally, I feel a little different
than I would while shopping at a major retailer. This could have to do with influence and valence the businesses promote and advertise to consumers. Personally, I learned that I like shopping small. It might be an adjustment to some, but I enjoyed the personal and community experience.
Shopping
small verses shopping large can sort of be compared to compliance verse reactance.
It may be against the norm, but if consumers are informationally influenced about
the positives of small business maybe their shopping behaviors and opinions can be conformed.