Retailers See Positive Results From Buy Local Campaign

According to the results of a holiday shopping survey conducted by the Portland (Maine) Independent Business and Community Alliance (PIBCA) -- a nonprofit, volunteer group -- its "Portland Buy Local" campaign is influencing residents to shop locally. The survey -- which asked PIBCA members about the impact of the Buy Local campaign on the holiday shopping season -- revealed that nearly three-quarters of the business owners who took part in the survey believe their customers have made an effort to shop at local, independent stores because of the campaign.

"It was definitely a positive factor," said Stuart Gersen of Longfellow Books in Portland, who noted that some customers specifically mentioned the Buy Local campaign while they were shopping in his store. One woman told Gersen that she did her Christmas shopping all in town due to the Buy Local campaign and that it made the experience a lot more fun. "It was being talked about," he added.

Allan Schmid of Books Etc. in Portland said that the response to Buy Local, which officially launched on July 4, has been "overwhelming. We've been signing up businesses, and I see [Portland Buy Local] decals all over the place. Business is up for us in the Portland store. I don't attribute 100 percent to Buy Local, but it can't hurt. I received one e-mail from a customer who asked if we were pre-selling Harry Potter, because [she] wanted to buy it locally. The message is getting out."

Sixty-one of the more than 200 businesses taking part in the campaign responded to the online survey PIBCA conducted in mid-January. Among the findings from the survey: More than 60 percent of respondents said the campaign had a "positive impact" on their businesses this holiday season, generating increased sales and greater customer awareness and appreciation of their businesses. The survey found that those reporting positive results from the campaign tended to be those with the most Buy Local materials in their stores -- window decals, posters, T-shirts, "thank you" cards, tote bags, and other promotional items.

"The survey reflects the impact Buy Local makes on customer perceptions," said PIBCA board president Bill Duggan, the owner of Videoport, in a statement. "They want to make the right choices to support their community. The results show we are beginning to help customers improve their quality of life by connecting with their neighbors and contributing to the economic prosperity of our area."

Later this month, PIBCA is launching a poster campaign themed "Be Passionate for Portland: Buy Local." The group is also developing an online directory of member businesses on its website, www.portlandbuylocal.org. The directory will enable customers to find locally owned businesses based on the products and services they offer. Additional Buy Local events and promotions are planned throughout the coming year. --David Grogan