Seal of Dane County County of Dane
County Executive's Office

Dane Buy Local and National Independent Business Advocates Launch "Shift Your Shopping"

November 25, 2014
Colin Murray, Dane Buy Local Executive Director, (608) 729-7342, or Melanie Conklin, Dane County Executive's Office, (608) 635-5796
County Executive


Dane County Exec Parisi and Dane Buy Local Executive Director Colin Murray start their own holiday

shopping at a local business, urge others to join them.


MADISON – Today at Vom Fass on University Ave, Madison,  Dane Buy Local Executive Director Colin Murray and Dane County Executive Joe Parisi began their own holiday shopping at one of Dane Buy Local’s more than 300 Dane County Business members.   November marks the launch of an unprecedented collaboration among advocates for local independent business. Representing over 800 locally owned and independent businesses in Dane County, Shift Your Shoppingwill encourage residents and businesses to make a “Shift” by buying from local independent businesses for the holiday season. Shift Your Shopping offers a simple, powerful way to boost our economy and preserve and create jobs in our communities.


"We're asking community residents to shift your purchases of food, cards, gifts, flowers and other holiday purchases to where it matters most, from your friends and neighbors at locally-owned businesses. And while you're at it, see some familiar faces and enjoy the experience," said Colin Murray, Executive Director of Dane Buy Local.


Americans do a large portion of their annual retail shopping budget between Nov. 1 and Dec. 31 — about $700 per shopper according to the National Retail Federation. Numerous studies show that if those dollars are shifted to locally owned, independent businesses, they'll generate far more economic benefit in local communities than money spent at local chain outlets or businesses outside the community.


“Dane Buy Local plays such an important role helping build our local economy,” Dane County Executive Joe Parisi said. “We hope starting our own shopping at one of its member businesses will increase awareness of the importance of buying local and provide valuable support to small businesses in our community. Every $73 out of $100 dollars spent at a locally owned business stays in our community vs. $43 from a similar purchase at another business and it helps create and retain jobs in our community.”


Shift Your Shopping encourages residents to take job creation and economic concerns into their own hands by exercising their power to strengthen their local economies. Numerous studies on the impact of buying from local independent businesses have found impressive benefits.


Data reveals independent businesses in communities executing long-term "buy local and independent" campaigns averaged a healthy 5.6 percent increase over the previous year. This gain more than doubled the 2.1 percent increase reported by independent businesses in areas lacking such campaigns. All of those campaigns operated with support from the American Independent Business Alliance(AMIBA), and/or Business Alliance for Local Living Economies(BALLE).


Anyone can participate and make a direct impact where they live.


AMIBA Director Jennifer Rockne said, "By shifting the focus of holiday shopping to locally owned, independent businesses, we can strengthen our communities and economy, create more jobs and -- equally important -- we can enjoy more relaxed and rewarding experiences doing holiday shopping."


Shift Your Shopping extends through December 31. See ShiftYourShopping.orgfor a wide array of resources and information on participating organizations.




For more information about Dane Buy Local, please contact Colin Murray at or (608) 729-7342.