Living La Vida Local

In the 2001 romantic comedy You’ve Got Mail, when a large chain retailer effectively displaces an independent children’s bookseller, it provides the necessary story arc for Tom Hanks’ character to fall for Meg Ryan’s.

But the reality of big-box stores taking over the sidewalks of our neighborhoods is actually the furthest thing from a love story — at least the way Councilmember Brad Lander sees it.

“While I've been in office, lots of people have talked to us about the small businesses they love,” said Lander. “Local shops provide goods and services with a personalized touch, keep jobs and money flowing in our community, contribute to support local causes, and help keep our neighborhoods vibrant and livable.”

But in a bleak economy, these independent businesses struggle to survive. Rising rental costs, competition from chain stores with large advertising budgets and the convenience of online retailers all make it difficult for the mom-and-pop shop to thrive. 

“The stores and restaurants we love will not make it if they don’t have the support of the community,” Lander said, which is why he a new “Shop Local” initiative on his website.

The page spotlights a handful of Brooklyn businesses recently nominated by residents with a descriptive review and also offers an incentive to shop there. For example, if you buy any sandwich from on Court Street between now and the end of August, and you mention bradlander.com, you'll receive a free soda or iced coffee with your purchase. 

So far, 50 constituents have already nominated their favorite local businesses for a Shop Local Spotlight.

Business owners we spoke to, while universally unaware that the campaign existed, were unanimous in appreciating the support.

“I think [supporting shopping local] is a big deal," said Rick Hauchman, chef at on Court Street. "We get all of our meat and produce from local vendors. So I would hope that patrons would do the same and come to us instead of Five Guys." (Five Guys has opened many outposts in Brooklyn, including on Court and Douglass streets.)

“What has really made our summer great was the patronage of our local residents. They are our regulars!” said Gia Giasullo, co-owner of Brooklyn Farmacy & Soda Fountain, adding that good press and an "overall revitalized interest in soda fountains" has also helped.

But just as many owners expressed cautious optimism and even skepticism that the program would do much to impact their day-to-day foot traffic.

“Shopping local is super important,” said Loretta Gendville of . “The more awareness that people have about shopping local the better. I think most people are clueless about what it is. And even if they are aware, it doesn’t necessarily mean they are following it when they can sit at home and buy something on Amazon.com.”

Still others suggested that it would be more helpful if local government provided advertising breaks to local businesses for subway cars and billboards or if they were given large window decals.

But at the end of the day, Lander said, it is the patrons that have the most power.

“People should take pride in shopping locally,” one anonymous street shopper noted. Then, turn that pride into an actual purchase.