Sisson: Local businesses enhance community & economy

A local business is a gift in many ways, not the least of which is the way each independent business adds to the unique flavor of the place we call home. But “indies,” as we call ourselves, also add significantly to the economy. A plethora of studies done by groups such as the Institute for Local Self-Reliance and Civic Economics have established our importance. While the variables are different — retail only, retail and service, rural or urban, single-community and multi-community studies — the results all point to the same conclusion: Independent businesses return more than three times as much money per dollar of sales to the community compared with chains. That return is due to the multiplier effect — locals spend money with other locals, and the money stays here. Local independents are job creators — we employ more people per dollar spent than national chains or online retailers. A study by Civic Economics found that for every $10 million in sales, independent retailers employ 110 people, chains 50 and Amazon just 14.

The competition from the Internet is intense. People can buy anything online. Local businesses must work hard to offer an experience no one can find on Amazon.

And what we do is hard, hard work. My bookstore friend says she’s busier than ever, doing more activities to draw people and running harder to keep up. My coffee shop friend’s business was down for 27 days when a pipe broke, flooding his shop and the pie shop next door. That’s a long time with no customers. His wholesale and online business helped, an example of how local businesses must learn how to diversify.

In our store, we’re constantly planning ways to keep offering the magic of a neighborhood toy store. We can’t be all things to all people, so we listen to our customers and our consciences and try to present a well-honed selection of toys with high play value, quality and uniqueness. We try to differentiate from competitors with services such as free gift wrap and activities like storytimes, “Crafternoons,” and special events.

We opened in 2006, just before the recession hit. In 2014, we finally saw sales consistently trend upward. There’s still a cash-flow crunch when we’ve bought everyone’s holiday toys and they haven’t started shopping yet, rent is due and we have to buy everything from toilet paper to advertising.

But that joy I mentioned: it’s in the relationships formed, the community we’re able to support, the customers who tell us the toy they bought from Kazoodles was the hit of the birthday. All that makes the hard work worth it.

Mary Sisson is co-owner of Kazoodles toy store in Vancouver and founder of Buy Vancouver USA.