Decorations are only a small part of what makes the season so special, but they are delightful. Tinsel glittering in store windows, snowflakes reflecting multi-coloured lights, and garlands of red velvet bows certainly help distract from shrinking hours of daylight and chill winds.
Canny shoppers are already hunting for gifts and squirreling away their finds. At the very least, they are making their lists and checking them twice – no disasters like giving a favourite aunt perfume that makes her sneeze, or presenting a brother-in-law with the same lovely scarf and gloves two years in a row. They are determined to avoid the holiday scramble this year – everything will be perfectly wrapped in colour-coordinated paper and bows weeks ahead of schedule – even though they know in their hearts that as the big day draws closer, they will end up dashing through the snow like a demented reindeer on a mission.
Unfortunately, some of them – too many of them – will dash right on down the highway in search of a city mall, leaving their friends and neighbours, the local retailers and craftspeople on whom they depend for much of the year, high and dry.
This is the season that spells success or failure for a good many merchants. This year the margin will be a little tighter than usual. While the economy is picking up a bit in this country, buyer confidence is not what it was. People here are still nervous about losing their jobs, and those who did and established new careers are still being cautious.
At the same time, there is money being made. People are starting to spend a little more freely as our local economy stabilizes bit by bit. Choosing to buy from local retailers can help it along. It is the gift that keeps giving.
The buyer benefits from the excellent selection and good prices. Our retailers attend the same trade shows as their city counterparts, and they know what this season's hot sellers are. They also know they have to keep their prices competitive, and they do. Most of us have had the experience of desperately searching through city stores for a certain toy little Johnny has his heart set on, only to find it at a shop around the corner – for a dollar cheaper. Factor in the savings in gas and parking, not a small figure these days, and the local shop looks like a real bargain.
The buyer also benefits in other ways. By supporting shops in this community, more stores stay open, and more new ones open their doors. Empty storefronts paint a discouraging picture for anyone looking to establish a business, be it a large chain store or a tiny one aimed at a niche market.
Every new business brings opportunities — someone who might be interested in that lovely vacant house in your neighbourhood that is just waiting for the right buyer, a new member for your dedicated but struggling service club, a couple of little kids your teenaged daughter can babysit, and a nice family that might join your church. Every business that closes means the loss of these same things, something no community can afford. When you buy local, we all win.
— from the Wingham Advance-Times