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How to help Main Street rebound from the pandemic Main Street is the heart of many small communities. Small businesses have long been the drivers of both local and national economies. The impact small businesses have on their communities may have been lost dur- ing the pandemic, when so many establish- ments were forced to close. The good news is that many small business owners were hopeful that the effects of COVID-19 would soon be a thing of the past. Data from Bank of America, Data for Good and JPMorgan Chase indicates that 59 percent of entrepreneurs expect the impact of COVID- 19 to affect their bottom line for two years or less. That's encouraging, but in the mean- time community leaders can take various steps to promote everything Main Street has to offer. • Create an inviting downtown atmo- sphere. Main Street America® is a grass- roots network of small towns, mid-sized communities and urban commercial dis- tricts that work together to make downtown areas the heart of local communities. Ed McMahon, the chair of the National Main Street Center Board of Directors, notes that a healthy downtown area is vital to having a healthy town. Towns that want to revitalize their downtowns should aspire to create an inviting, inclusive atmosphere that cele- brates the character of the town, including its history. Main Street America® notes that people-centered, accessible public spaces can restore and revitalize downtowns, mak- ing them places locals and even non-locals want to visit. • Make it a partnership. Business own- ers in community centers and downtown areas have a vested interest in revitalizing Main Street, but they can't go it alone. Local government officials, chambers of com- merce, private sector businesses, and civic organizations all have roles to play in mak- ing Main Street a place where people want to spend their time and money. Local lead- ers should make a concerted effort to hear every voice as they try to revitalize Main Street. • Emphasize safety. COVID-19 changed how many people shop and dine, and those changes must be considered as Main Street is rebuilt. The Mayo Clinic notes that out- door fresh air is constantly moving and dis- persing the type of respiratory droplets that contain the COVID-19 virus. Because that air is constantly on the move, individuals are much less likely to get COVID-19 when spending time outdoors compared to indoors. Communities may be ready to get back to normal life, but it's important to do so safely. Many small towns closed Main Street and downtown areas to automobiles during peak shopping and dining hours, such as weekend evenings and afternoons, so local businesses could bring their offer- ings outside. Communities can keep such rules in place after the pandemic, as more outdoor seating at restaurants and less crowded walking areas proved wildly popu- lar among consumers. In addition, commu- nities must make a concerted effort to cre- ate and maintain a Main Street where resi- dents and shoppers feel safe at all times of the day and night. Communities can work together to ensure Main Street thrives as the world slowly emerges from the pandemic. DAILY NEWS AND WASHINGTON COUNTY POST • GMTODAY.COM 4 • SMALL BUSINESS SATURDAY • NOVEMBER 2022 Unique reasons to shop at small businesses The numbers don't lie. Locally owned businesses may be classified as "small," but they have a big impact on the national econ- omy. According to the Bureau of Labor Statis- tics' Business Employment Dynamics report, small businesses created 10.5 mil- lion net new jobs between 2000 and 2019, accounting for 65.1 percent of net new jobs created since 2000 in the United States. The Government of Canada reports that the number of small businesses in Canada in 2020 was far greater than the number of medium and large businesses, accounting for 97.9 percent of all the businesses in the country. Supporting locally owned businesses is a great way to support a neighbor, but that's not the only attraction. Here are several reasons to shop small. The feel-good factor Doing for others certainly has an impact on the person on the receiving end, but also benefits the do-gooders. A November 2020 survey by Union Bank found that 72 percent of Americans said supporting small busi- nesses was more important than getting the best deals. That may be due to the feeling of helping out a fellow neighbor. Create job opportunities Shopping at small businesses keeps those establishments afloat, and it also keeps their employees afloat. Small busi- nesses are the largest employers in the Unit- ed States. That's also true in Canada, where 68.8 percent of the total labor force works for a small business. A person may never know when he or she — or a relative — will need a job. Keeping small businesses viable provides a strong job market for locals. Keep more money in the community The Small Business Administration says $48 out of every $100 spent at a small business stays in the community. Spend the same $100 at a national retailer and only $14 stays. Enjoy a more local flavor National retailers and other businesses follow a global business model that may not allow for much customization, but small businesses can provide products or services that relate directly to the needs of the com- munities they serve. These same small busi- nesses also may be more inclined to work with local vendors and start-ups than national companies that have global supply chains. These are just a few of the many reasons to seek out small businesses when in need of products or services. The impact reviews have on businesses Online reviews have long been a mixed bag for small businesses. Though positive reviews can help businesses stand out from their competitors, negative reviews can be as harmful as positive reviews are helpful. That's true even when negative reviews do not reflect the average customer's experience. Search Engine Land, which covers digital advertising technology, reports 88 percent of consumers trust online reviews as much as personal recommendations. Unfortunately for businesses, Inc. magazine and entrepreneur Andrew Thomas found that a customer who has a negative busi- ness experience is highly likely to share that experience by leaving a bad review. On the other hand, someone who has had a positive experience is unlikely to leave a good review. Roughly 10 percent of happy customers say they were pleased by a product or service. Furthermore, Thomas indicates it takes roughly 40 positive customer experiences to undo the damage from a single negative review. Customer happiness should be the goal of businesses, with the added benefit of helping to generate more positive reviews and word-of-mouth recommendations. While that is happening, customers can think twice about online reviews. • Speak to product quality especially when you have a very good experience with an item. Many retailers request feedback via email shortly after consumers have made a purchase. Take advantage of this opportunity to offer positive feedback. • Companies gather personal informa- tion from customers so they can follow up in many cases. Great customer service helps prevent bad reviews and defines companies' brands. If you are asked for a phone number or email address, provide it. Doing so helps companies improve their products or services. • Happy customers can reach out to friends and family members to share their experiences with certain companies. Post- ing your own review on social media also can drum up business for a company you respect. • Customers should weigh their words heavily and think before posting a review. The marketing and consulting resource The Chat Shop says 31 percent of customers are interested in grocery store reviews, 60 per- cent are likely to read restaurant reviews and 70 percent rely on technology product reviews. Make an effort to discuss issues with a company before leaving a negative review. You may be pleasantly surprised with the outcome. There's no need to hesitate when leaving positive reviews. Simply explain why you were pleased. Reviews can make or break a company. Both business owners and customers have a role to play in making online reviews a valuable way to learn about a company.

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