By: Morgan Smith
ITHACA—
The town of Ithaca is asking residents to “Remember to think local first when shopping this holiday season.” Partnered with ‘Downtown Ithaca’, ‘Localfirst’ has offered a challenge to Tompkins County residents this holiday season.
The “Local Lover Challenge” offers people who shop locally a chance to win cash cards from $50 up to $250 just by shopping at any five of the participating 72 local businesses. Customers receive a card that can be stamped at each of the participating businesses. The more cards shoppers fill the better chance they have to win great prizes.
Elia Kacapyr, Ithaca College Economics Department chair says that holiday retail on a national level is expected to be higher this year then it was last year.
“Last year holiday sales fell by over three percent, this year the expectation is that they’ll only fall by one percent.”
However he predicts that here in Ithaca things will be a bit worse then the national level.
“The question I get a lot is; well the reason sales are slipping here in Tompkins County is because of Etail. We’re very sophisticated and educated here in this county so more of us are comfortable Etailing. And so local retailers aren’t making those sales that are being done in cyber space.” Kacapyr said.
Online shopping is very popular these days. Local resident Eileen Sheridan explained why she would rather buy gifts on the web.
“For me it’s just easier sometimes to turn on the computer and look for gifts, then it is to window shop. I can shop online during my spare time and I tend to find pretty good deals, and I avoid waiting in lines at the store.”
This is one of the reasons why Ithaca is trying to bring attention to the positive side of shopping locally.
Jerry Martins, works at ‘Now You’re Cooking’ located in the Ithaca Commons. He says that when shopping online people often take the risk of not receiving the same kind of quality service and support as they would at his store.
“The thing is offering the service, you can ask questions here. So we try to let people know in our advertising that we’ve been here thirty years and that we all cook and we know what we’re doing so we can help you get the right item.” Martins said.
He also pointed out that Ithaca has so many unique shops that it’s a great place to find really personalized gifts.
“We can’t compete with the major chains because they buy their products for less, so instead of competing with them you find the niches that they don’t want to take on, and that’s what we try to do.” Martins said.
Even though Ithaca’s retail sales are expected to be a bit lower then the national average, Kacapyr believes that people are a bit more optimistic this year.
“I think a big difference this holiday season is that we’re coming out of a recession and consumers therefore have a little bit more confidence then last holiday season where we were looking directly into the face of a recession.” Kacapyr said.
Even with more confidence, families still want ways to stretch their holiday shopping dollars.
“We’re finding that people are taking the money they have and making sure the kids have a good Christmas. And for themselves we’re getting people saying ‘we’re not giving big presents, we’re just doing stocking stuffers.’ So we’re selling a lot of small items.”
One way Ithaca has helped parents with holiday shopping was through an agreement with a local day care and local businesses. One store that participated was ‘Alphabet Soup’ a toy store located on the Ithaca Commons.
Elana Peterson and employee of ‘Alphabet Soup’ said, “There was a deal last week where a community day care watched the kids while the parents went out and shopped. The parents got a discount here and at some additional stores and restaurants.”
This was another way Ithaca was trying to give back to the community for supporting local business.
“We also sent out a mailing through our birthday club. The families received a five dollar off coupon in the mail and it’s been really well received. A lot of people are using them and its getting people in our store. We’ve actually seen an increase in sales in the past couple weeks with the amount of holiday shopping, so that’s good.” Peterson said.
Kacapyr says, that when considering the economic recession during holiday shopping this year, “People are seeing the light at the end of the tunnel.”
The hope of ‘LocalFirst’ is that with the ‘Local Lover Challenge’ in Ithaca, the tunnel might just be a bit brighter this holiday season.





