ICSC launches campaign to support brick & mortar retailers

Shoppers who buy from stores rather than over the Internet are in effect putting money into their own pockets. This is the message ICSC is sending through a campaign to encourage consumers to patronize brick-and-mortar retailers.

The campaign, titled “Give Your Community a Lift … Shop Locally for Your Gifts!” aims to remind shoppers that local retailers provide local jobs and support community-based civic and charitable organizations.

“Many consumers shop online and avoid paying sales tax, and while this may appear to consumers as a way of saving a few dollars, in the end it may cost them more if local tax revenue is eroded and municipalities are forced to cut back on services,” said Michael P. Kercheval, ICSC’s president and CEO.

ICSC is encouraging malls to display posters and window and door clings, available from ICSC, to support this campaign. A one-minute public service announcement promoting the campaign will air between Dec. 8 and Dec. 22 on CNBC, CNN, Headline News, Fox News, MSNBC, The Weather Channel, Bloomberg and National First Business, as well as during ABC’s GMA Weekend, NBC’s Today Show Weekend and the Oprah Winfrey Show.

“Sales tax revenue is important to local communities, because it’s our life’s blood,” said Douglas H. Palmer, mayor of Trenton, N.J., in the TV ad. “We need those kinds of moneys to provide the services, whether it’s police, fire, public works and all the other services that cities have to provide.”

“We’re inviting Americans to come home this holiday season and to shop locally,” said Kercheval. “And we’re reminding consumers that when you shop locally, you do more than just get great gifts, you’re creating jobs and raising sales tax revenue.”

To obtain an order form for materials, please contact Erin Hershkowitz at ehershkowitz@icsc.org 

Compiled by the staff of Shopping Centers Today. © December 08, 2008 International Council of Shopping Centers.