THE holidays are just around the corner. Updating one’s holiday gift list, followed by last-minute shopping and catching up on friends and family — everything the Christmas rush brings will come upon us shortly.
Businesses naturally take advantage of the holiday season by offering all sorts of promos, products, experiences, and other marketing campaigns to draw in as many consumers as possible.
But, more importantly, this is the perfect time for a market — known to splurge during what is regarded as the world’s longest holiday season — to support local businesses and further boost the economy. From the onset of the “ber” months (September) to the Feast of the Three Kings (January 6), we’re looking at about four months or about 33 percent of the year, where we can buy local products.
Buying local this holiday season is not only a festive choice but also a strategic move that can have a significant impact on the domestic economy.
Economic impact
The country’s gross domestic product (GDP) grew by 6.4 percent annually between 2010 and 2019, thanks in large part to domestic consumption and remittances from an estimated 12 million overseas Filipino workers. Supporting local businesses is the best way we can directly push this growth further.
Local enterprises tend to be more responsive to community needs and keep wealth close to home, creating jobs and generating more economic activity. Encouraging local spending this holiday season can have a ripple effect. In fact, for every peso spent on Filipino products, a sizable fraction stays in the local economy since the businesses providing the products generally procure their materials and hire labor locally. This is even more apparent in micro, small and medium enterprises (MSMEs) struggle to reach the market and have access to resources.
Double benefit of sustainability
It’s not just economic benefits. Supporting local is good for the environment. The Philippines is attuned to the concept and practice of sustainability, particularly the shift toward renewable energy sources and lower carbon emissions. The government has allocated large funds to climate change mitigation and adaptation actions.
Consumers can support these broad environmental goals by purchasing goods from local producers who engage in sustainable practices, such as using environmentally friendly materials or engaging in fair trade.
Furthermore, because many local businesses in a neighborhood buy from geographically close suppliers, they are also less responsible for greater industrial carbon footprints (industrial footprint related to transportation) than larger corporations. In an archipelago such as the Philippines, it becomes increasingly meaningful since logistics can greatly affect the environment.
How to support
These are some practices consumers can adopt to properly support local businesses this holiday season and promote sustainability:
1. Shop at local markets. Go to local fairs and markets selling handmade goods. This helps promote local businesses and build a sense of community. Alternatively, shopping online through your local market’s website or Viber platforms would also help reduce your carbon footprint.
2. Buy sustainable products. Choose products made with sustainable materials or with minimal packaging. Brands with a strong focus on sustainability often offer a higher-quality selection for eco-conscious customers. Think reusable packaging or, to take it up a notch higher, practice furoshiki, the Japanese art of wrapping gifts in fabric.
3. Give experiences. Instead of physical gifts, you can give the experience of cooking classes or guided tours provided by local entrepreneurs. This enables service-based businesses while making wonderful memories.
4. Support online stores based locally. A lot of Filipino businesses have switched to online platforms. The exposure and reviews through the sharing of their products on social media can help boost their visibility and sales.
5. Get involved with community projects. Attend events or workshops that promote Filipino culture and products.
Choosing local over global will guarantee that splurging will unite and cheer up generations this holiday season. Let’s make a stand and shop in our own communities — every purchase is a step toward a more sustainable future for all Filipinos.
Kay Calpo Lugtu is the chief operating officer of Hungry Workhorse, a digital and culture transformation firm. Her advocacies include food innovation, nation-building and sustainability. Email her at [email protected].
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