3. Small Businesses Rely on You!

In the small business world, the customers matter the most, you are their priority. Ellen Rosen of The New York Times wrote, “Everyone complains about the lack of retailing, but we can only keep these businesses afloat with our participation”. Perfectly encapsulating the necessity of customers for small businesses. If you don’t believe me, take Melissa Geisthardt’s word. Giesthardt is the owner of a 40-plus-year Small Shoe store in Sheboygan Falls, WI. The store provides a personal touch or finding the right shoe for anyone who enters the establishment. I asked Melissa, “What do your customers mean to you?”. Geisthardt said, “I love my customers, being here 40 years has truly been a blessing to me. Starting on the fourth generation of customers is very rewarding. I also love solving all the different foot care needs and seeing the smile a well-fit shoe makes to each individual”. Customers mean everything to people like Melissa, and she wants to continue to serve the community, for every person, young and old. Small Business owners look forward to continuing to help and provide for younger consumers, even college students. Another question Melissa answered was “What is your drive to continue serving the community?”. Her response was “The customer satisfaction and the need for quality footwear in all widths and sizes. Being a professional shoe fitter is a rewarding profession. Real “sit and fit” shoe stores are very rare”. Many local owners want to keep updating their practices to tend to customer engagement trends. Melissa’s shoe business is built on compassion and empathy for customers, so they feel satisfied when they leave. The genuine connection owners have with their consumers is vital to their success, they want you to feel important. 

4. Small Shops Help the Local and National Economy  

At times, Small Businesses can make or break a local economy. Now you might be asking “What does that even mean?”. Casey Bond of Yahoo Finance, says it “means more jobs and tourist dollars to keep the community thriving”. Any way you can spend money in the local area means that the money spent will be put back into the community. With more money spent, it creates more jobs and benefits businesses in general. Kelley Main from Forbes wrote an article about the top Small Business Statistics of 2024. She mentioned, “In the past 25 years, small businesses have been responsible for generating nearly 13 million net new jobs”. This emphasizes the important position Small Businesses have in increasing economies locally and nationally in the United States. Aside from the several jobs small businesses have created, the amount of revenue small businesses can bring in is quite astonishing. NBC writer Zoe Malin said in last year's article that Consumers spent an estimated $125 billion at small businesses during the  holiday season, up 42% from $88 billion in 2022. There has not been an updated statistic for the end of 2023 however, it is astonishing that two years after the start of the pandemic small businesses were able to drive in that amount of money in the United States. When you begin to allocate where the sales revenue generated for each business is, it only helps maintain sufficient profits for a small period. Then Small Businesses administer revenues towards paying employees, bills, taxes, repairs, supply orders, etc. Businesses need your help year-round; money being spent locally can generate a sound economy. They help create jobs, keep the money circled in communities, and allow tourists to travel to places with different businesses. Again, I am not saying college students must spend their money urgently to help small businesses. Please think about where and who you are supporting. 

5. Keeping Entrepreneurship Alive

This reason is associated primarily with emotion, which small business owners have enough of. In today's world, starting your own business is not financially sound. The American Dream has slowly begun to fade. Many fear opening their stores and sharing creations because of the risks involved. Serenity Gibbons wrote a fantastic article about 7 Obstacles That Prevent People From Starting Businesses. Gibbons mentioned, “Lack of confidence is an entrepreneurship killer. You must see failure as an opportunity for learning and growth and stop seeing it as the end of the road”. Failure crushes the success of small businesses but if you go out and support a new business, the confidence will grow. The two ideas do not exactly correlate with each other but if an owner has an idea that sticks with customers, then it can translate to confidence. The United States Small Business Advocacy released its yearly Small Business Profile and found, “Small businesses accounted for 1.2 million openings and 833,979 closings”. Plenty of businesses opened in the past two to three years but thousands of businesses still closed. Some individuals don’t have enough traction to remain open or the expertise to survive. Entrepreneurship entails several different qualities, such as passion, drive, and problem-solving.

If you believe you have a business of substance do not be disheartened from starting. Let fellow college student Brynn Schlaht share her findings as she runs a small thrifting business. I asked Brynn, “Why did you choose to go into an entrepreneurship career path?”. She answered, “It started with friends and family wanting to buy clothes I had. Which inspired me to keep growing and reach other people. Finding vintage clothes turned into a passion for me.” Brynn took a chance on an idea, and it worked out for her four years later. Even though the American Dream may not be what it once was, some people in Generation Z want to make a difference with their businesses. Later, I also asked her, “What motivates you to keep continuing your business?” Brynn said, “Being a part of a culture of people. It’s a great community and we help each other out always. Buying each other's products or shouting them out on social media. As well as, saving the planet by selling repurposed clothes”. Small Business owners choose their paths for all sorts of reasons, but all end up being for the right reasons. Brynn, as well as many others, want to do it for you, the people who enjoy what they are selling. Entrepreneurship can still thrive with the help of consumers of all ages but relies on the next working generation. College students like us are getting exceptionally close to contributing to society. Contributing to small businesses can be a first step. 

Where to go From Here

Even though a lot was covered, it was straightforward to read. If there is anything to take away from this, consider the hours owners put in to improve your experience. Those hours are grueling and so customers will return to their companies. Small businesses are truly unparalleled and original. This is meant to inspire and motivate you to go out and support places like my parents, which are authentic and genuine places with customers who always want to provide the best service. Places like Gieshardt’s or Klescewski’sto continue to support their communities. And for startups, and small businesses like Brynn’s. So they are encouraged to carry on their passion and become successful. Small Businesses can continue to survive with every customer that can buy at their establishments.