A week ago, a beloved local business closed its doors and shut down operations for the foreseeable future. Chloe’s Cup was a cozy little place downtown that had the best sweet potato muffins I’ve ever tasted as well as the best coffee in town. Unfortunately, the location was too distant to walk but too close to drive for many folks on campus, and the lack of business led to yet another local firm being shut out by competition from chains.
As students, our economic impact on the businesses of Tuscaloosa cannot be overstated. The collective dollars we spend either make businesses thrive or shut down, and in my mind this begs an important question: What guides our spending habits?
As human beings, we have a variety of needs and wants that we seek to address by spending money. We want a meal, a new dress, a gift for a friend or relative. So naturally, we go to comfortable locations with which we are familiar to have our needs met: Waffle House, Express, Best Buy. People tend to stick to their comfort zones when making most decisions – economic decisions are no different, hence the staggering success of American corporations and chains. In short, a brand is a powerful thing.
One of the downsides to this behavior, however, is that local startups often have distinct advantages which are overlooked in favor of safety and bland consistency. Everyday Indulgence, a boutique downtown, offers a variety of distinctive gifts and accessories that I have not seen matched by any chain store. Similarly, I have found more unusual gifts and art by patronizing the local flea market off Skyland Boulevard than I ever have by shopping at the mall. When I want to go out to eat, I typically think of places like Sitar Indian Cuisine, Tut’s Place or Edelweiss German Café, all of which have some of the best food Tuscaloosa has to offer.
When making these kinds of economic decisions, every dollar you spend supports a business of some kind. Of course, you are free to patronize chains and corporations and retailers, but know that the money you invest in such firms will not all stay in this community.
If, on the other hand, you choose to support local businesses, you will empower entrepreneurs, keep your money in your community and strengthen the economy of Tuscaloosa. You will cut out the corporate middle man, and the cuts of profit ordinarily taken by such entities will instead pour back into the pockets of Tuscaloosa’s managers, employees, wait staff and business owners. Your dollars don’t have to go to the proverbial Man; they can instead be used to fuel the fire of a growing economy, and each time you spend, you are quite literally choosing who most deserves your money.
It is certainly true that entrepreneurs assume a significant level of risk when starting a business, and at the end of the day, most local businesses do fail. But in this city, students play a large role in determining who stays and who goes. I write this article to encourage students to recognize that power and to make thoughtful economic decisions accordingly.
Life is too short to constantly limit yourself to the security of McDonald’s. Branch out. Vote with your dollars. Your community (and your improved lifestyle) will thank you.
Marina Roberts is a senior majoring in accounting. Her column runs biweekly on Mondays.
