Should I feel bad if I don't buy local?

   It makes sense to buy local; a sense of value and community come with buying local. Naturally, it is more advantageous for the community to buy local then from a national chain. If goods are purchased from a national chain, the money benefits a distant community in California or beyond. 

   Despite strong personal opinions about buying local, the rules must be bent a bit every once in a while. For example: If an item is not sold locally, a clear decision will be made to purchase from the national chain. 

   But what of other circumstances? How far will someone take the buy local mentality? Will an individual drive 15 miles out of their way to buy local? Will this individual pay additional money simply to buy local? If so, how much more? Will an individual tolerate a local company if their service is crummy and the national chain is flawless? 

   I personally will drive a little farther, or pay a little more to keep my money local, but I do draw a line, especially when it comes to service. I don't feel guilty and neither should you, here are my top 4 reasons a customer won't feel bad going to the chain:

• Customer Service: This is quite elementary, but seems to be a fading trend. Good customer service is free and great customer service is cheap. Customers won't hesitate to go to the national corporation if they are treated like slime at the local place. 
• Filthy Store: This IS a problem. Local companies don't have corporate visits, so there are no national standards they will be held accountable too. This can easily be fixed by having involved management.  
• Lack of updating / modernizing: Yes, it costs money. But your customer will give it back to you. It is wise for the local companies to stay up with the times. Wi-Fi in coffee shops, or frequent buyer programs are just two examples. What are the national boys offering next door? How can you offer the same thing or better? 
• Credit Card Minimums: Credit card fees cut into profit. But the truth is, if a customer picks the local guy over the national chain the local guy should be happy to give up 3-6% of their profits.  (or would these companies prefer to spend cash on advertising?) A customer will pass up the local place and go somewhere they won't be penalized. Local companies should simply offer incentives for buying more or using cash. 

   Buying local cannot be a company's main marketing tactic. Not in economic times, not ever! If the service at the local company is terrible, customers won't feel bad taking their business local. It is a bad move for companies to make customers feel bad buying from a "national corporate bully", if they are going to be a "local small bully." Buy local is not a marketing tactic, but should be viewed as a cool bonus for doing business with a company. So, should you feel bad if you don't buy local?