Buy Door County, Be Door County

I am a local shopper. At least, I try to be whenever possible.

This certainly wasn’t the case a few years ago, when I believed that typing my credit card number over and over into little boxes in online shopping forms was a lot more satisfying than a jaunt to any store on the peninsula. It was fun to come home from work to a big cardboard box from J.Crew or Banana Republic on my doorstep – not to mention that as a young woman (and a girl with a picky sense of style, at that), I really didn’t think I would be able to find anything that suited me in Door County.

Then I discovered Egg Harbor’s own Patricia Shoppe – and with it, the concept of instant and local gratification. Not only did I promptly fall in love with everything the store had to offer, and I was also amazed at how great I felt after shopping there – a feeling of euphoria usually reserved for giving money to my favorite charity or eating a tremendous Thanksgiving dinner complete with my mother’s cauliflower casserole. Erin, the store’s owner, was patient, and helpful, and nice. And it was obvious from the very beginning that Erin knew her jewelry and handbags, but she also sincerely loved her store, her customers, and her product. She went to great lengths to pick out her products, traveling to trade shows across the United States and meeting with countless designers and representatives. The store has a friendly vibe that makes shopping there extremely comfortable. It has gotten to the point that if Patricia Shoppe began selling groceries or toothpaste or cleaning products, there’s no doubt as to where I would go for my Windex.

While Patricia Shoppe is my favorite store in Door County (not a shameless plug – everyone has to have their favorites, right?), it is not a rarity on the peninsula. There are plenty of innovative stores in Door County with exceptional customer service, handpicked products, and a comfortable shopping experience.

The main reason I love shopping in Door County, simply enough, is the fact that you really can’t beat local expertise. Amazon.com may be able to give me a book on someone’s Christmas list for a dollar off the list price, but the online book retailer doesn’t come with spot-on recommendations from Steve or Marge Grutzmacher at Passtimes Books. I love walking into the Madison Avenue Wine Shop in Sturgeon Bay and picking out a reasonably priced Pinot Noir with the help of the owner, something that my Wine Enthusiast catalog just cannot deliver. My point is that while shopping online or at a discount store may save a few dollars, I would gladly spend that money in a locally-owned store if it meant making a more informed decision about a product. I appreciate the friendships I’ve made with storekeepers, and the convenience of not having to travel out of the county to purchase quality items, be it for myself or for gifts. And most of all, I like the fact that I’m helping the local economy in some small way.

Other people in other parts of Wisconsin and the United States must share my sentiments. While doing some research for this article, I came across countless Web sites and articles in which many United States cities are coming together to encourage residents in their communities to buy local whenever possible. In the small town of Portland, Maine, the Portland Buy Local campaign was started in July 2006 by a group of independent business owners and citizens. In only sixteen months, the initiative has already had a profound impact on shopping habits.

According to a survey of participating Portland business owners, sixty percent said that the campaign has had a positive effect on their businesses, improving sales as well as increasing customer loyalty. In addition to that, 75 percent of businesses polled said that they have heard people say that, because of the Portland Buy Local initiative, they are making an effort to do more or most of their shopping at locally owned businesses. Also, 40 percent of people surveyed said their businesses had gained new customers directly as a result of the Portland Buy Local initiative.

Over 200 local retailers, restaurants, service providers, galleries, and artisans are participating in Portland’s citywide effort. The campaign’s logo, which urges shoppers to “Buy Local – Keep Portland Independent,” is highly visible around the city on storefront decals, t-shirts, posters, thank-you cards on the countertops of the businesses, and bumper stickers. The media has also stepped up to the task of encouraging local business, writing large feature articles and doing radio and television interviews to spread the word about Portland Buy Local.

These survey results are not limited to Portland – in fact, they add to a growing body of evidence in the effectiveness of “shop local” campaigns. Seattle, New Orleans, even Wisconsin’s own Dane County – many cities have boasted of a revitalized local economy, just by focusing on shopping locally. These campaigns have shown that shopping locally protects local character and prosperity, and builds strong neighborhoods. Dollars spent in locally owned businesses have three times the impact on a community as dollars spent at national chains. Shopping locally creates jobs (most of the time providing better wages than chains do); funds city services though sales tax, and makes it able to invest in community improvement. These are just a few of the many proven benefits of shopping local.

The upcoming holiday season is a great time to take advantage of all of the great items and knowledge that Door County retail stores and their shopkeepers have to offer. I am not advocating that we shop locally for everything we need this Christmas – although if you are able to do that, I commend you. I simply propose that we think about shopping locally first. There are plenty Door County stores that have hours on the weekends as well as during the week – and there are many holiday sales going on this time of year. Most restaurants in Door County offer gift certificates to their establishments. The Door County Visitor’s Bureau sells “Door County Gift Certificates” – gift certificates in almost any denomination, redeemable at a plethora of Door County businesses. So, while we’re busy dreaming of a “White Christmas,” let’s try to make it a “Green Christmas” – for Door County.