Consumers want to feel good about where they’re shopping.

Big-box stores are hardly in danger of extinction, but consumers are increasingly conscious of the types of businesses they patronize. They want to know about where the products come from and who produces them, plus the company’s mission and its charitable partnerships. The “shop small” trend, popularized in part by campaigns like American Express’ Small Business Saturday, can be a boon for your business. Focus your marketing efforts on showing what your business is all about and what sets you apart from your big corporate competitors, like personalized service or items from local artisans.