Supporting Local: Why Shopping Small Matters in NJ

In an age of one-click ordering and same-day delivery, it's easier than ever to default to big-box stores and national chains. But choosing to shop local isn't just a feel-good gesture—it has real, measurable impacts on New Jersey communities. Here's why your shopping choices matter more than you might think.

The Numbers Don't Lie

When you spend $100 at a local business, roughly $68 stays in the local economy through wages, supplies, and local services. Spend that same $100 at a national chain, and only about $43 stays local. The difference might seem small, but it adds up.

Consider this: if every household in New Jersey shifted just $50 of monthly spending from chains to local businesses, it would generate over $200 million in additional local economic activity each year.

Jobs That Matter

Local businesses are the backbone of New Jersey's job market:

• Small businesses employ over 1.8 million New Jersey residents

• They account for 99.6% of all businesses in the state

• Local businesses create 2x more jobs per revenue dollar than large corporations

• These jobs often pay better and offer more flexibility than chain positions

When you support a local restaurant, you're supporting the family that owns it, the servers who work there, and the local farms that supply the ingredients.

Community Character

Have you ever visited a town where every business is a national chain? They all start to look the same. Local businesses are what give New Jersey towns their unique character.

Think about what makes your town special:

• The family diner where everyone knows your order

• The bookstore that hosts local author events

• The hardware store where the owner actually knows how to fix things

• The boutique that curates products you won't find anywhere else

These businesses are irreplaceable. Once they're gone, they don't come back.

Environmental Benefits

Shopping local is often greener:

• Local businesses source more locally, reducing transportation emissions

• They occupy existing buildings rather than building new big-box stores

• Products travel shorter distances to reach you

• Local ownership means decisions are made with community impacts in mind

Better Service, Better Products

Local business owners have skin in the game. Their reputation is everything:

• They're more accountable—you can actually talk to the owner

• They curate products based on customer feedback

• They offer expertise that big-box employees rarely match

• They're invested in your satisfaction because they need you to come back

How to Shop Local More

Ready to shift your spending? Here are practical tips:

**Start with one category.** Pick something—maybe restaurants, maybe gifts—and commit to local options first.

**Use JerseyTopTen.** We've done the work of finding and vetting local businesses across the state. Our reviews help you discover quality options.

**Plan ahead.** Local shops may not have same-day delivery, but with a little planning, you can get what you need.

**Follow local businesses on social media.** You'll learn about sales, new products, and events.

**Give local gift cards.** For birthdays and holidays, gift cards to local restaurants and shops keep money in the community.

The Pandemic Lesson

COVID-19 taught us how fragile local businesses can be. Many that had served their communities for decades couldn't survive months of closure. The ones that made it did so because their communities rallied around them.

That lesson shouldn't be forgotten. These businesses need our support not just during crises, but every day.

It's About Relationships

Ultimately, shopping local is about choosing relationships over transactions. It's about knowing the people who make and sell what you buy. It's about being part of a community, not just a customer ID number.

The cashier at the chain store doesn't know your name. The owner of the local shop does. That matters.

Take the Challenge

This month, we challenge you to:

1. Identify three chain purchases you make regularly

2. Find local alternatives for each

3. Try them once

4. Share your experiences

You might find better quality, better service, and the satisfaction of knowing your money is building the community you live in.

New Jersey has incredible local businesses in every category—restaurants, shops, services, and more. They're waiting for your business. All you have to do is walk through the door.