Holiday shopping may be as American as apple pie, but it can also be an American nightmare. As we brace ourselves for the Great Holiday Crush ? the long lines, the political uncertainties, high price of gas taking its toll on the price of everything else, the fight over the next greatest Playstation, the constant barrage of holiday ads ? the joy of the season can wear a little thin, giving rise to the bah-humbug that lurks in all of us.
Many drive to the larger cities to shop at malls and big box stores to get a good deal on their Christmas gifts during the holiday season. The current gas-mileage calculator shows that you are spending more than the few bucks you think you saved on the cost of your holiday gifts. Here is the average cost of gas going to the following cities to shop:
* Santa Rosa — $25.87;
* Ukiah — $27.64;
* Yuba City — $33.52; and
* Sacramento — $45.75.
Even the online shopping stores are doing their homework in order to enhance their holiday season. In a study sponsored by buySAFE and conducted by Vizu showed that 35 percent of shoppers said they would be interested in shopping online this holiday season if purchases would be guaranteed. Many shoppers have experienced items purchased that are not what they had thought they ordered. This would leave them paying for shipping to send the item back and they would be left close to the holiday”s without the gift they wanted. The price of gas has raised the price of shipping. Even if the item is found at a good price the cost of shipping raises the price well over the original retail price of the item.
However, there is a way to shop that will keep the Holiday spring in your step and make a difference in your community. This Holiday season, thousands of shoppers will be choosing to buy local. While at first blush, shopping from independent local retailers may not seem like the obvious remedy for the Holiday Blues, it really is the gift that, in the spirit of the Season, truly keeps on giving.
Every dollar spent in the local economy is like a gift to the community because local businesses are directly connected to our well being. Every dollar you spend locally generates more income, wealth and jobs for the people in your town. Studies show that money spent locally turns over seven times within the community, while that same dollar spent outside the county leaves so fast you”d think it was being sucked up to the Mother Ship (which?it is).
So this season don”t let the holiday blues wear you down. Allow the charms and benefits of local culture to rekindle your holiday spirit. Now is the time to act in the name of community and give something back, while at the same time enjoying the holistic benefit of maintaining your shopping sanity.
Lori Peters is the executive director at the Clear Lake Chamber of Commerce, www.clearlakechamber.com.
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