A Petone retailer is urging households to redirect as little as $10 a week from their overseas online shopping carts to local businesses, a small change she says could be the lifeline needed to save Lower Hutt’s unique shopping strips.
Avelyn Holcroft-Lewer, owner of Goody Goodness gift store on Jackson St, says while she understands the financial pressures many are facing, a mindful shift in spending habits could have a massive positive impact on the community. The proposed $10 a week represents less than one-third of the average New Zealand household's weekly spend with international online vendors, according to a recent e-commerce report from NZ Post.
If even half the households in the Wellington region made this small change, it would inject millions of dollars back into the local economy. Holcroft-Lewer says this creates a powerful ripple effect, leading to job creation, more vibrant town centres, fewer emissions, and stronger, more resilient local economies.
A plea to support the community fabric
Jackson St, a popular destination known for its boutique shops and eateries, is facing a difficult period. According to Jackson Street Programme co-ordinator Hellen Swales, the recent introduction of paid parking, combined with the ongoing cost of living crisis, has created a challenging environment for the 235 businesses that line the street.
Ms Swales says there is a concern these pressures might push more consumers towards online shopping as a way to save money and time. “What we need to remind them is that, you know, without the bricks and mortar, which is part of the community fabric, we have too much to lose if we don't support local businesses,” she says.
She issued a plea to the community reminiscent of the calls for support during the COVID-19 pandemic. “We need you to support the local businesses,” she says.
If we sit back and continue the way we are heading, we will lose too many wonderful businesses, and our choices will be extremely limited.
The human connection of local retail
For Ms Holcroft-Lewer, who has run her store for two-and-a-half years, the difference between local and online retail comes down to human connection. “Our aim is that when people leave, they feel better than when they walked in the doors,” she says. “There's a difference there. That's where we can make a real difference.”
This personal touch is complemented by a business model deeply rooted in the community. Goody Goodness showcases products from around 50 local artists and artisan creators, offering them a physical space to sell their work which they might not otherwise have. “If we closed down as an example. they wouldn't have the opportunity to be showcased,” Holcroft-Lewer explains, highlighting the downstream impact on local creativity.
The Jackson St area itself is known for being a desirable place to live and work, with a strong community vibe among the independent business owners. It’s an area where an entry-level opportunity is still seen as a significant foothold in the market. “You will always see something new and interesting walking down Jackson Street,” Holcroft-Lewer adds.
National economy feels the pinch
The issue extends far beyond Petone. Retail NZ chief executive Carolyn Young says spending locally is crucial for the entire country's economic health. “One of the things we've talked a lot about is that in order for New Zealand to fully recover from the challenges of the cost of living crisis, is we need people to spend money in New Zealand,” she says. When money is spent with offshore companies, it provides no benefit to the New Zealand economy.
This is often described as the 'local multiplier effect.' Money spent at a local shop circulates within the community. The shop owner pays their local staff, who might then buy lunch from a nearby cafe, which in turn sources ingredients from a local supplier. This stands in stark contrast to a transaction with an overseas retailer, where the money immediately exits the local economy. A stronger local business sector can also broaden the commercial rates base, potentially easing the financial burden on residents, a key issue as the Hutt City Council tackles its budget.
Ms Young also points out the dual role of retailers. “They are consumers at the same time as they are business owners. it’s about that collaborative approach to solving the problem of the economic crisis that will make us all better, and help us all recover in a faster and more effective way.”
More than just a transaction
The benefits of shopping local also include environmental advantages. Ms Holcroft-Lewer notes that her store uses eco-friendly packaging, and supporting local businesses inherently reduces transport emissions and packaging waste associated with international shipping. This aligns with a growing interest in local, sustainable solutions, such as recent discoveries by Auckland scientists using harakeke to clean up pollutants.
Ultimately, the call to shop local is a call to invest in the character and identity of the community. It’s about fostering unique local spaces, like the popular Tauranga Night Market, where people can connect and discover local products, rather than relying on algorithm-driven online stores.
As Ms Holcroft-Lewer says, the choices consumers make at the checkout have power that goes far beyond a single sale. For local business owners and the wider community, she hopes that power is used to reinvest in the streets and suburbs they call home.
