Coffee with the County - The Trickle Down of Psychological Commerce
My mind has always been piqued by the unique processes that happen in the brain. Why do people decide what they do, and how do they reach that conclusion? How do some people relate to a certain thing or activity in a certain way? And, why?
In my undergraduate studies, I very happily took a Minor in psychology, and I went on my merry way into courses like Abnormal Psychology, Sociology, and Interpersonal Communication. It was–in the most nerdy way I can say this–riveting and educational. So many components of my coursework apply to my everyday life–both personally and professionally. Even more so, as we commemorate Small Business Season and focus on the value of shopping local, the trickle down of psychological workings applies.
This month, you could very easily grow tired of how much I talk about shopping local. But, how we shop local looks very different, depending on our generation (another facet of psychology I love to delve into). Allow me to divulge my nerdy findings: understanding these generational differences can help us better support our hometown differences–and help our small business owners meet changing expectations. Let’s take a quick look at how the generations are interacting with local shopping habits.
Gen Z (ages ~18-27)
- Shop online more than any other generation. Online purchases are growing nearly twice as fast as other age groups.
- Willing to support small businesses, but they expect convenience. 73% of Gen Z say they would shop small more often if the experience was as easy as shopping large chains.
- Gen Z is also the most supportive of diverse ownership: 29% support women-owned businesses, and 27% support minority-owned businesses.
Millennials (ages ~28-43)
- Convenience is key. 50% say they’d rather drive less if alternative ways to shop were available.
- 75% of Millennials would shop small more often if it felt as easy and streamlined as large retailers.
- 60% say they actively try to patronize small businesses, especially online.
Gen X & Boomers (ages 45+)
- They still make up 56% of all in-person shoppers at small businesses.
- Millennials and Gen X are leading the way when it comes to online support–45% are willing to shop local online.
- Personal relationships and familiarity still matter the most to this group.
So what does this mean on the local frontier? It’s quite simple, yet entirely complex: Small Business Season isn’t one-size-fits-all–and our strategies shouldn’t be either. Every generation has buying power, but they use it differently. That’s an advantage if we know how to tap into it.
If you’re reading this as a small business owner or employee of a local establishment, consider these quick and easy tips to implement and improve the local commerce experience this Small Business Season:
- Think convenience. Offer clear hours, easy contact info on all of your material (online and otherwise), consider providing online ordering, or offer pre-order and pickup options.
- Be visible online. Especially within the retail sector, the world wide web is your business’s front door. Millennials and Gen X are willing to support local businesses online–if they can find them.
- Tell your story! Gen Z values mission and identity. Highlight women-owned, family-owned, minority-owned, or longtime local roots.
- Give options: Curbside pickup, pre-orders, call-ahead, gift bundles, mobile payment links–these help bridge the gap between generations.
And if you’re reading this as a local consumer, ready to fulfill your Christmas shopping season, consider these easy and applicable tricks to support local this Small Business Season:
- For Gen Z & Millennials: Explore small businesses online–social media, websites, and mobile ordering are growing fast locally. Before you head out or pull up your Amazon app, check out the local scene online.
- Gen X & Boomers: Introduce a young shopper to your favorite local store, and share with them the value of knowing the owner and his/her team. Shop with a friend or family member and make it an experience. Embrace the things you love about shopping local, and bring others along with you.
- Everyone (yes, everyone!): Commit to spending your first $20 locally before shopping online or at national chains. We can all do it, and imagine the transformation it will do to our local economy!
This Small Business Season, we don’t just need one way to shop local–we need many ways. When small businesses meet people where they are, every generation can have a seat at the table, and that’s how local prosperity multiples. Let’s shop smart, shop creatively, and shop hometown-first this season. Happy shopping!





