Photo supplied, U.S. Small Business Administration

The pandemic confirmed the essential role that small businesses play in our daily lives. Locally owned small businesses truly are the heart and soul of our cities and towns. The holiday shopping season is a crucial time for small retailers and restaurants that depend upon the boost in sales earned between Thanksgiving and Christmas.

Not so long ago, it was an annual holiday tradition to travel downtown and shop at one of the many locally owned main street businesses. Brick-and-mortar businesses would promote their best deals of the year in hopes of luring shoppers to make a purchase, or at least browse their shelves full of merchandise. Today, online shopping has quickly become the preferred way Americans buy their holiday gifts. Recent estimates show that more than 80% of shoppers make regular online purchases throughout the year. Given the dramatic shifts in the retail environment over the last 20 years, those holiday scenes and traditions are in danger of passing into the realm of nostalgic folklore.

To better compete, small business owners have become very innovative in the way they sell and promote their products and services. An encouraging transformation born out of the pandemic is that many entrepreneurs pivoted operating models to include e-commerce platforms, or changed product offerings, to meet the new demands of the online consumer. Some are even bringing back the retail traditions of the past by providing personalized one-on-one assistance to customers and the selling of locally produced niche items found nowhere else in town. Cottage businesses have started in record numbers as people realized their dream of small business ownership could begin in their basement or garage.

The success of this year’s holiday shopping season will have a huge impact here in Utah and across the nation. Utah’s 324,000 small businesses generate almost 50% of the jobs in our state, employing 625,000 Utahns. As you shop locally at one of the 34,000 retail small businesses, you’re not only proving unique and memorable gifts, but you are also helping boost Utah’s economy and directly supporting local families. If you are leaning more toward creating memories versus traditional gift giving, consider one of the 16,000 small businesses in Utah that offer entertainment or recreational activities.

Small businesses are the backbone of our democracy and the solution to our most challenging economic problems. If you’re an entrepreneur and need some advice, please consider exploring the tools and resources of the U.S. Small Business Administration and its partners. SBA’s resource partners such as the Utah Small Business Development Center network with 13 locations throughout the state, the Women’s Business Center of Utah located in Salt Lake, Cedar City, or online, and SCORE. All these partners can help identify strategies to become more competitive and viable in what will likely be an ever-shifting business landscape.

Photo supplied, U.S. Small Business Administration

In addition to our formal partners, small business owners can get involved with local support organizations such as chambers of commerce, business districts and neighborhood associations. These organizations are actively involved in coordinating events and promotions to attract foot traffic to their small business members including local bazaars and shop small/dine small/entertain small-focused festivals.

This holiday season, please join us in making at least one purchase from a locally owned small business in your city or town. These business owners are the true heroes of our communities, and they deserve our support, thanks and appreciation.

Happy holidays from all of us at the SBA!

Aikta Marcoulier serves as the SBA’s Region VIII Administrator in Denver. She oversees the agency’s programs and services in Colorado, Montana, North Dakota, South Dakota, Utah, and Wyoming. Marla Trollan is the SBA’s Utah District Director in Salt Lake City. She oversees the agency’s programs and services across the state.

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