Posts Tagged ‘Main_Street’

Guilt on Main Street

Friday, November 13th, 2009 © by Susan Swartz

I’ve been feeling guilty for not spending more money in the hood. It’s not because there aren’t ample ways to buy local. We live within walking distance to book stores and restaurants, a movie theater, playhouse, coffee hangouts, boutiques, bakeries, an ice cream parlor. The same temptations exist as before. But in November of 2009 we buy groceries, dog food and new tires.

Things have changed. Everyone’s on a budget. But this mess can’t last forever and while we can’t do much about Wall Street we want Main Street to be there when we bravely open our wallets again. But now I often walk past a store or restaurant and wave… and wince. I hope someone’s in there spending money because I haven’t been. I feel bad looking in the window with the artsy jewelry and not popping for some new earrings. My local indie book store can’t count on me like it used to.

I feel like I’m dodging a jilted boyfriend and I don’t want the storekeepers to take my absence personal, but how else can a merchant take it when customers walk on by? I want to say to the owners of the seafood restaurant, “Hang on to those crab cakes and when things get better we’ll be back.”

I told this to the guy who has the music store downtown. I used to be a fairly good customer because without music the world would be a drab, soulless place but buying a new CD isn’t at the top of my current budget. I confessed my guilt and he kind of absolved me and said everyone is cautious. He, too, is not buying as many books or eating out as much. Then he sold me the new Sting album.

It was sad when the shoe store closed. It was pricey but the staff knew their merchandise and the shoes were both comfortable and hip. I should have told them that if they lasted a little longer I would have rationalized that pair of Canada-made boots.

You don’t want to live in a town with empty storefronts, where the windows are covered with faded newspapers and no one’s around to sweep up cigarette butts. A lively Main Street is part of a town’s personality. I enjoy the white lights twinkling from the beer garden even though we haven’t been there for months. I don’t surf but I’m happy the surfboard store manages to thrive.

You don’t have to be a member of the Chamber of Commerce to applaud every gutsy merchant who keeps the doors open. And those people who open new businesses – like the kitchen and garden store and the art gallery – deserve some kind of chutzpah award.

Experts say that the American consumer society has been forever changed. In many ways that’s good. People are saving more than spending. We’re staying home more, growing our own veggies, buying clothes at consignment shops, thinking before we charge. The dismal economy has been a harsh teacher and spending money is risky business.

The mayor of my town started a Dine Local program, inviting townspeople to join her at a different restaurant every week. It’s a good idea. It not only helps out small business owners but gives us stay-at-homes permission to spring for an evening out.

We all do what we can. Sharing a burger at the bar. That’s do-able.



Susan Swartz is an author and journalist in Sebastopol, California You can also read her at www.juicytomatoes.com and hear her Another Voice commentary on KRCB-FM radio on Fridays. Email is susan@juicytomatoes.com

Photo: Edward Hopper’s Nighthawks