Editorial: Shop local with Gilroy merchants during pandemic

Consider that for every $100 you spend at a local business, about $68 stays here in our community.

This editorial is the opinion of Gilroy Life

This year’s holiday season will be far different than in previous times when the world did not have to face the threat to public health from a pandemic. State and local government mandates will prevent us from doing the usual socializing with friends and co-workers and family get-together festivities. That sad fact will hit our local merchants and restaurants hard. In the spirit of generosity, we encourage the people of the South Valley to show their support of their community and, if they financially can, buy local for their holiday foods and gifts.

As the COVID-19 crisis hammers the global and national economies, on a local level Gilroy city leaders will be forced to make many tough budget decisions for the next two fiscal years including cutting services and possibly the number of employees. While there still is uncertainty about revenue projections, especially sales tax and the transient occupancy tax (hotel tax), council members were told in early May to expect an estimated drop of $7 million in the 2020 fiscal year (starting July 1) and about $4.3 million in the 2021-22 fiscal year.

Those figures might grow even worse as  Gilroy merchants and restaurant owners experience significant lower sales during the holidays caused by the rising tide of COVID-19 cases and deaths during December. The American public failed to heed the warnings of health experts to limit their traveling and the size of family get-togethers during the Thanksgiving weekend, leading to what is being called “the mother of all super-spreader events.” If the science proves painfully true, the coronavirus pandemic will rage across the country following that holiday as cases explode and deaths spike. As Christmas and New Year’s approach, we will see an amplification of cases, hospitalizations, and deaths. That’s sad for the health of individuals directly impacted, but it will also hurt the economic health of communities during a time when merchants in normal years hope for their best revenue period.

We are strong believers in supporting local retailers and service providers by shopping during the holidays with them. Buying local goods as gifts is a present you can give your community. Consider that for every $100 you spend at a local business, about $68 stays here in our community by supporting local jobs and reinvesting in our infrastructure through local taxes.

Studies have shown that consumers who purchase gifts from a locally-owned independent business instead of a nationally-owned company help strengthen the economic base of a community. Buying local during the holidays also helps keep Gilroy unique. When you support one-of-a-kind businesses (and not the stores that are cookie-cutter copies of other stores throughout the nation), you are enhancing the quality of life by preserving the distinctive character of the place we call home.

Shopping local also reduces our impact on the environment. It requires less transportation energy to shop local. Getting into the habit of shopping local also helps create more jobs. Small local businesses — and not corporations — are the largest employees across America. Supporting them with your dollars helps provide people with employment. This encourages local prosperity.

In the spirit of the season, consider giving a donation of financial support to a local nonprofit organization in the name of a loved one. Many of these nonprofits are struggling because the COVID-19 crisis has prevented them from traditional fundraising activities.

The most important thing to consider when shopping local during the holidays is to focus on the spirit of the season and refuse to get caught up in the rush. The stuff you purchase will not necessarily make you and your loved ones any happier. It’s sharing the joy of the season with your family and friends that will really create the fond memories that will last a lifetime.

Gilroy and the South Valley region provide plenty of opportunities to find locally-made gifts that will bring joy to the recipients while also being environmentally green and saving the green in your wallet. There are many uniquely local shops in Gilroy that offer a selection of locally-owned boutique shops that sell clothes and other items. Consider local consumables in your gift-giving endeavors. Our wineries offer award-winning bottles of vino. For people who have plenty of material stuff in their lives, consider giving them the gift of a delicious dinner made by a local chef. Many of our best restaurants offer gift cards or gift certificates.

Shopping local adds to the quality of life for everyone in our community through the sales tax that often is never incorporated into purchases on website retailers such as Amazon. We know it’s hard to stop online shopping completely. But if we curbed our online shopping behavior and bought more gifts from our local merchants, it would greatly benefit our South Valley community.