Local business survival: Whos in control?

Making Sense of Local Business
by Kara Laws
When discussing local business success, there is often an undercurrent suggesting the survival of small local businesses depends solely on local citizens.
It doesn’t.
Business owners have an equal hold of the reigns and responsibilities, some would argue complete control. I will often argue complete control.
While small towns are an ecosystem – one where businesses and residents support each other, it is ultimately the job of the business owner to draw people into their business and adapt when business changes – which it often does.
Yes, I believe we should do everything we can to support local businesses. I also believe businesses should do everything they can to make supporting them easy and natural.
Let’s talk about what businesses can do to ensure their survival, especially in a small community. If you don’t know how to pull your business through hard times, start by asking these questions.
1. What can you do to make your business stand out – not just from other local businesses but from your online competition?
You might be the only theater in town but your competition is every couch, every bag of popcorn, and every home streaming service. What are you doing to make going to the theater better than sitting at home with your feet up?
It’s easy to be complacent in our businesses. We sometimes get stuck in the mindset that because we are here, adding value to the community, people should naturally show up. I challenge you to ask yourself: What are you doing to stand out from other options?
Why would people show up to your business?
2. How are you making shopping easier?
Study after study shows that in 2025, consumers are not only prioritizing convenience in their shopping experiences but they are willing to pay significantly more for it.
Your customers don’t want to wait in line. They don’t want to drive to the store. They don’t want to haul their kids all over town just to find a pair of tweezers – especially when they can order them online in less than two minutes.
It doesn’t mean people are lazy, it means all of us are busy.
The good news is your business is not up a creek without a paddle. You just need to show up differently.
The internet is available to everyone. Get there. Put your business online. Offer delivery – it doesn’t even have to be free delivery. Take online orders. Create systems and processes that make shopping with your business easy.
Customers should not have to work to give you their money. What are you doing to make local shopping the most easy and convenient option?
3. How are you creating loyalty?
What are you doing to keep your biggest fans coming back again and again? Do you have a loyalty program? Is it free? Does it offer high value?
Customers care about loyalty programs. They keep your business top of mind (every time I open my wallet, I see my punch card from the San Juan Record bookstore). Loyalty programs make the decision process easier, and they help clients feel appreciated and valued.
Loyalty programs are not the only way to create loyal customers. Great customer service, taking customer suggestions, educating customers, and personalizing experiences also help bring customers back again and again.
Ask yourself what you are doing to build great local loyalty. And if you don’t know how to do better – ask your customers.
Owning a small local business in 2025 is different than it was 20, 30, or even five years ago. So we have to do business differently. As times change, our businesses must change too.
More good news: you are in control!
You can make the adjustments your business needs to stay successful. You, the business owner, are at the helm and get to decide what happens next.
You are not a victim of the changes in the world, you are an active participant.
The next steps are yours.