Last week, communities across Boston and New England were introduced to a new concept for the day after Thanksgiving. Presenting an alternative to the big box retail-driven "Black Friday," locally owned and independent businesses joined 14 local business networks, including Somerville Local First (SLF), in promoting Plaid Friday on Nov. 26.
With few resources, especially compared to the well-resourced Small Business Saturday, we were able to create significant media coverage and buzz, which saw "#plaidfriday" trend on Twitter in Boston. To me, that's further proof of a coming tipping point. So, as I describe the current conditions in the local movement, know that at the end of this piece I'll be asking you to take action this holiday season.
"Local," it seems to me, is becoming more and more a part of the conversation. From events like Harvest Fest and the Boston Local Food Festival to the adoption of the localization message from alternative media outlets like the Weekly Dig and the growth of local business networks across the region, the local movement is starting to take hold.
Over the past three years, SLF has built a network of over 200 locally owned businesses, community-based nonprofits, artists and community members. We create and distribute publications, deliver education and messaging through our blog and social media streams, hold two annual events, and lend daily support to the small-business entrepreneurs of Somerville. If you're not familiar with us or what "local first" networks are about, here's our mission statement: Somerville Local First works to build a sustainable community and an economy that is local, green and fair.
We believe the fastest way to accomplish those goals is through collective purchasing action by all community stakeholders. Consumer spending represents nearly 70 percent of the national economy. Studies show that shopping at a locally owned and independent business generates up to three times the economic impact in our communities. The primary reason is because local businesses shop local themselves.
Local business owners are far more likely to use local farmers, local graphic designers, local web designers and so on. And those business owners are also part of our communities and tend to shop locally as well. The resulting local multiplier effect shows that for every $100 that we spend at local businesses, $68 stays within our respective communities. Non-local businesses typically do not follow this model, so when we choose to shop there, the dollars are whisked away to corporate headquarters, which are most likely not located in the state where you made the purchase. Purchases at non-local businesses keep about $43 in the community. Net result: For every $100 that you spend, $25 more stays in your community, wherever that may be.
Now, back to Plaid Friday. As I kept a real-time watch of social media and web stats throughout the week, it became clear that Plaid Friday was resonating with more people than any other message we've sent at SLF. What I think it says about the movement is that the tipping point for "local" is getting ever closer.
It shows me that the work of our 140 sister networks across the country is paying off. It shows me that our readers, followers, advocates and evangelists are talking to their friends and redefining social and cultural norms. It shows me that cultural values are starting to shift in our communities, that we, the people, do have power left in our communities, and that exercising it can both be fun and feel good. Two great matches for the holiday season.
This quote is from a Boston Globe op-ed written by two of my partners in the local movement. The piece was about the launch of the Plaid Friday idea in New England and was published the Monday before Thanksgiving: "With its endless variety of colors and combinations, plaid is a fitting symbol of the diversity of New England's cities and towns and the local entrepreneurs who give them life."
This is true far beyond New England and most likely applies to wherever you may be from. So, wherever you find yourself during your holiday break, I hope you'll purchase with purpose and support locally owned and independent businesses. Regardless of the amount of money you have to spend this holiday season, I encourage you to embrace Plaid.
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Joe Grafton is the founding executive director of Somerville Local First.
