'Tis the season for merry making, feasting, family, and our favorite in the business community - gift giving.

Every year around mid-November the 'Buy Local' signs start going up, a fever pitch builds as shops get ready for 'small business Saturday'. The one day a year when people take a breather from Amazon to throw a few dollars at their local boutique.

I am of two minds on these marketing collabs promoting local shopping...

My vanilla mind says:

"Hey, this is great. By teaming up, businesses can grab more of the market share during the peak spending season and compete with major retailers. It's a feel good campaign that benefits everyone."

But then my critical mind says...

"God, this is sad. First off, it's not working. The problem isn't that people don't know the toy shop on the corner that's been there for 20 years exists, the problem is the toy shop can't compete with the low cost and convenience of items available on Amazon. The truth is the only reason their storefront is still around is because they are using the back like a warehouse for their Amazon sales.

The Buy Local campaigns take on a dark hue when you realize that they're treating small, independent businesses like charity cases. The kind smiles full of pity at the register think you're cute and so sad that you could only afford one part-time worker this year. You poor dear.

If anyone reading this has ever been poor enough to have to ask for help, you know that condescending charitability I'm talking about. Sometimes it's necessary to take it, but it damages the self esteem.

While I'm still conflicted, I think my critical mind wins this one. Buy Local is another version of Woman Writer. Overstating the obvious makes it dirty somehow.

I would much prefer Buy the Best Value for the Money. If you're spending money with me just because I'm local and not because I offer a quality product with more down-to-earth service, then all the Buy Local campaigns in the world won't save my business from failing.