by Jim Madden on TheAlternativePress.com (read full article)

I’m continually amazed by the commitment and contributions that our local businesses make within our community each year. Whether it is fulfilling the endless requests for gift certificates and merchandise which become the center pieces of fundraising efforts, to providing our downtown with curb appeal and amenities, to the sponsorship of our annual fireworks, street fairs, and summer concerts, our local businesses continue to reinvest in New Providence. But as consumers we may have short memories when it comes to holding up our end of the bargain.

As consumers we tend to be between impulsive and calculated in terms of the value spectrum, while also weighing convenience within our shopping experience. In calculating value, we look at quality, service, price, and proximity from our homes among the primary variables. But shouldn’t the calculation of value also include the relationship you have with the proprietor or store manager and the level of service we receive as part of doing business? More importantly, shouldn’t we weigh the impact that the business has on the community in which we live? The simply answer is “yes”.

Several years ago, my family sat down and discussed why the fireworks had been canceled. It was at that time, that our kids learned the valuable lesson of how towns manage budgets and prioritization of expenses the hard way. However, they were later thrilled that a local business stepped in and made sure that an annual tradition would not become a casualty of the municipal budget. Shortly thereafter, we moved all of our banking to Investors Bank, and it’s been one of the smartest decisions we ever made. Not just because it provided us with a way to say “thank you”, but because it’s resulted in the best banking experience we’ve ever had. Saving our fireworks put Investors Bank on our radar; but it is the personalized service we receive with every transaction which will make us customers for life.

There are countless examples in which personalized service has taken more of a front seat within our buying criteria. We find value in the relationships we have when we walk into Adams Madam, or Ferdinand Jewelers, that Joe, Bill and Christine know our size or style as soon as we walk in the door. When we walk into McGrath’s we know Scott will provide sound advice, a solution, and level of effort that reminds us how wonderful a buying experience can be. Carl at Colonial Appliance always treats us as a person and not as a mere customer number. To me, you can’t put a price on that.

The same can be said when you walk into the Prestige Diner and without fail, Jimmy or Harry will greet you at the door or stop by your booth and say hello. Over at Coppola’s, Sal and Franco are gracious and attentive whether it’s take-out or sit down. Jimmy Barth will ask you how that New York Strip was that you grilled the other day from his store. These are all great examples of local merchants who relate to us because they’ve taken the time to get to know us. They provide great service while also providing great value to our community.

With holiday shopping in full swing, it reminds us of the many choices we have as consumers which at times seems endless. From shopping malls, to outlet centers, to major retailers and regional franchises, not to mention all that cyberspace has spammed our inboxes with. Finding a place to do business isn’t necessarily the challenge, it’s choosing the “right” businesses which perhaps we need to focus upon.

As consumers we’ve been deluged and brainwashed to some degree. With all that the internet and the hustle and bustle that floods the malls, we’ve all been seduced and reduced to mere shopping transactions. But we have the choice of where and with whom we spend our hard earned money….don’t lose sight of that. While getting the “best price” seems to have become the name of the game, it certainly isn’t the only game “in town”.

We need to see the bigger picture. New Providence needs our local businesses to thrive; not just survive. We must have a thriving downtown business district to maintain occupancy rates, which maintain our tax revenues and reduces the number of potential tax appeals each year. When our existing businesses thrive, it attracts more of the kinds of new businesses which we would like to see come to New Providence; to help make it a business destination.

During this holiday season where gift giving seems to be at the center of everyone’s mind, I would like to impress upon you to think about the “gifts” of value that you receive from our local merchants as you think about the gifts you need to buy, and compel you to shop within and buy from our over 70 local businesses and professionals within New Providence.

Receiving personalized service, great value, and providing a positive impact on our local economy is all part of the value proposition to a consumer. Keeping your business with and buying from local merchants is a smart move which in the long run will provide us with a thriving local economy which will fuel the economic growth we need to sustain and grow New Providence to become a business destination.

Remember…thinking local…really does matter.

The downtown of New Providence is alive and open for business.