Holiday Shopping: Where We Ought To Be

For those who think the holiday season has been corrupted by commercialism, this may be your year. Retailers are bracing for slumping sales in the traditional Christmas shopping surge between Thanksgiving and December 25.  US retail sales fell by record levels in October, and the reticence of consumers to spend money when economic news continues to turn from bad to worse has continued the downward trend into November. This may be the year of simple gifts. We can take some consolation in the words of the old Shaker song: ‘Tis the gift to be simple, ‘Tis the gift to be free, ‘Tis the gift to come down where you ought to be.

After some reflection, ‘tis also simple to know where we ought to be in times that test us: close to home. It may be that we are spending less money this year, but when we do spend it, we want to know that we are getting the most from each dollar. Shopping is an exercise in assessing cost and convenience. While it may be convenient to shop right here in Newtown, we often are drawn farther afield by what we believe are cost savings. But where we spend our money can make a big difference to our community in ways that bring a more fundamental and enduring economy to our lives.

By supporting locally owned independent businesses, the dollar we spend today goes on to purchase other local services, or is donated to a local group, or generates local tax revenue, or ends up in a local paycheck, which may be spent at yet another local business, or deposited in a local bank where it can be loaned to a local entrepreneur with a good idea for a needed local service. Each dollar spent locally in this way circulates in the local economy three and a half times longer than if you drove to a mall out of town and spent it at a chain store. Each time that dollar changes hands locally, it enriches the community. It supports not only business, but also education, culture, and the arts, and the creation of local opportunity, prosperity, and jobs.

These gifts may be simple, but their value is dear to our community, especially this year when there is so much gloom to chase away with our annual celebrations of light. Let us all come down where we ought to be.  Take a look this week at The Bee’s Holiday Gift Guide and support our locally owned independent businesses.