Small, local retailers outperformed national chains during the holiday season, especially in cities that have “Buy Local” campaigns, according to a national survey by the Institute for Local Self-Reliance. The survey showed that independent retailers saw sales increase 2.2 percent in the holiday season compared to last year, outpacing the slight downturn of 0.3 percent for retailing over all in December. In addition, independent retailers in cities with “buy local” marketing campaigns experienced a 3.0 percent sales growth. Both Oakland and Berkeley have active “buy local” efforts.
"This survey adds to the growing body of evidence that people are increasingly bypassing big business in favor of local entrepreneurs," said Stacy Mitchell, senior researcher with the Institute for Local Self-Reliance. "Amid the worst downturn in more than 60 years, independent businesses are managing to succeed by emphasizing their community roots and local ownership."