This year, the COVID-19 pandemic has transformed the way Americans prepare for everything—from the summer travel season to the back-to-school season and even the fall sports season—and small businesses are feeling the strain. But even in a pandemic, consumers want to shop small year-round. For small businesses looking to adapt, consistent engagement is key.

Consumers enjoy shopping local for a variety of reasons. Supporting small businesses allows them to drive job creation and economic vitality with every purchase. Additionally, consumers can find the most unique goods and personal items by looking beyond the big box. Particularly in a pandemic, shopping small often means supporting causes that matter.

For small businesses, these consumer behaviors and preferences are important to understand. By understanding why consumers want to shop small, small business owners can tailor their messaging and in-store experience to draw customers in, no matter the season or circumstances caused by the pandemic.

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