Nationwide survey shows buy-local campaigns pay off
For the fourth consecutive year, a national survey has found that independent businesses in communities with active Buy Independent / Buy Local (BIBL) campaigns experienced markedly stronger sales growth compared to those without similar campaigns.
That information is relevant here: the Heights Independent Business Alliance (HIBA) was founded to initiate such a campaign in Cleveland Heights and University Heights.
The survey, by the Institute for Local Self-Reliance (ILSR), gathered data from 2,768 independent businesses, including retailers, service providers, restaurants and others. It found that those in places with a "buy local" initiative reported average revenue growth of 5.6 percent in 2010, compared to 2.1 percent for those without.
The benefit was greatest among retailers. Those in communities with alliances like HIBA reported an average 5.2 percent increase in holiday sales, while retailers without reported an average gain of just 0.8 percent.
Educational campaigns run by independent business alliances and local first groups are underway in about 140 cities nationwide. Nearly two-thirds of respondents said that public awareness of the benefits of supporting locally-owned businesses had increased in the last year.
Business owners in cities with active BIBL campaigns reported a wide range of positive effects on their business. Almost half said the campaign had brought in new customers, and 55 percent said it had increased existing customer loyalty. More than two-thirds said local media coverage of independent businesses had increased and 51 percent said local government officials were now more aware and supportive of the needs of independent businesses.
Complete results may be downloaded at:www.newrules.org/sites/newrules.org/files/2011-ind-business-survey.pdf
Similar surveys over the last three years found that independent businesses in cities with active BIBL campaigns reported stronger sales each year.
“This survey adds to the growing body of evidence that people are increasingly seeking out independent businesses and that shift is having a tangible impact on the bottom line," said Stacy Mitchell, senior researcher with ILSR, a nonprofit research and educational organization working in partnership with dozens of national and local business organizations.
"This survey offers further proof that, with sustained efforts, communities can indeed raise local consciousness and build a culture of support for local entrepreneurs," said Jennifer Rockne, executive director of the American Independent Business Alliance, of which HIBA is a member. "Remarkably, most of the campaigns operated by independent business alliances are funded by businesses paying $20 or less per month in dues. They're getting quite a return on their investment."
HIBA was launched in October 2010 with the mission of building a vital local economy based on independent, locally-owned businesses and helping local entrepreneurs to thrive by uniting and educating the public about the benefits of keeping their money recycling in their own community. Currently, HIBA has about 40 members with annual dues of $100 per number.
"One of the things we seem to have lost in our modern, wired world is our sense of local community," said Les Proctor, business owner, member and organizing board member of HIBA. "And that’s the main reason I’m so excited about the Heights Independent Business Alliance: because we, as independent business owners and Heights residents, have the power to build our community, improve our local economy, and increase the value of our homes. We have everything we need right here."
Visit www.shophiba.org for more information about buy-local initiatives in the community, to learn about volunteer opportunities, and to enroll as a local business, non profit or citizen member.
Megan Johnson is the interim executive director of the Heights Independent Business Alliance.