By NICK WADE

Heart of Danville

Once again the holiday season is upon us, and there are countless ways to celebrate — gatherings large and small, family traditions, gift giving and more. Whatever your plans for the holiday, local businesses can help make it a reality. Why not make the holidays a little easier by choosing to support local businesses?

When you visit a local business you receive a better shopping experience and one that can’t be duplicated online. You get face-to-face, personal attention; you can often meet the owner, and get the benefit of their expertise and enthusiasm. Reader surveys by the Consumers Union repeatedly show independent businesses beating their chain competitors in overall customer satisfaction.

When you shop local, you invest in your community. Let’s face it: We all complain about taxes, but it’s important to remember that revenue from sales tax provides funding for services we all depend on, like public safety and street repair. But the economic impact of supporting small businesses is more than sales tax revenue.

Supporting small businesses keeps more money in the local economy — more than three times as much, compared to spending at chain competitors. In 2012, the American Booksellers Association sponsored a study in Louisville to compare the impact of local businesses to their chain counterparts. ABA discovered that for every $100 spent at a local, independently owned retailer in Louisville, $55 of all revenue was reinvested in the local economy, compared to $13.60 in reinvested revenue from chain competitors. Studies conducted in nine other cities over the past 10 years have yielded very similar results.

Finally, when you shop local you help preserve our community’s character and charm. Your favorite local business can define your sense of place, not only by their business, but also by the relationships you make with the owners and other customers. That smile when you buy your coffee is a glimmer of the goodwill we look for during the holidays.  Danville’s local businesses are ready to make your holiday season great; you can do the same for them.

See you downtown!

Nick Wade is the executive director of the Heart of Danville Main Street program.