Booth photo

Caroline Booth, the director of economic development for the City of Denton.

Since 2013, the city of Denton’s Shop Here on Purpose (SHOP) program has coordinated a “Shop Small Saturday” event the Saturday following Thanksgiving.

While SHOP Denton is inclusive of all businesses within the city limits of Denton, it’s primarily focused on small businesses. SHOP Denton’s goal is to increase sales tax revenue by educating our community on the importance of shopping locally.

Shop Small Saturday has grown to include more businesses and shoppers, and this year we’re trying something new: an expanded campaign that starts Nov. 1 and ends Dec. 31. Using social media, we will share information about local small businesses, promote fun shopping opportunities and send a positive message about the importance of shopping locally.

Our goal is to encourage people to shift their shopping to local. By extending the campaign to two months instead of one intense shopping day, such as Black Friday or Shop Small Saturday, we hope to make a larger impact.

When we shop in Denton, we are saying yes to a strong, vibrant, local economy, which translates into a unique, interesting city.

Why should you buy locally? Studies have shown that when you buy from an independent, locally owned business rather than a nationally owned business, more of your money is used to make purchases from other local businesses and service providers — further strengthening the economic base of the whole community.

By shopping where you live, you reduce your environmental impact, you support community groups and you become invested in your community’s future. This keeps Denton unique, provides a broader range of product choices and prices, and creates more jobs for residents.

Small businesses select products based not on a national sales plan but on their own interests and the needs of local customers. One-of-a-kind businesses are an integral part of the character of our city — it’s what distinguishes Denton from other communities in the area.

Entrepreneurs and skilled workers are more likely to invest and settle in communities that promote their one-of-a-kind businesses and distinctive character. Local businesses mean a stronger tax base and better public services like schools, transportation and emergency response.

The upcoming holiday season provides many shopping opportunities that will see merchants host special sales, product demonstrations and fun promotions. So meet your friends or take your family and shift your shopping to local.

Follow SHOP Denton on social media, where we provide information on local shopping events, or find more information about shopping locally at On Facebook, it’s dentontexas; for Instagram, @shopdentontexas.

L. Caroline Booth is the director of economic development for the city of Denton. You can contact her at 940-349-7751 or Denton economic development specialist Christina Davis contributed to this column.

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