Buy Nearby : Measuring Buy Local Campaign Effectiveness

Abstract

After the Great Recession, consumers shifted their shopping habits. Consumers are more frugal with their money and more aware of their impact of their actions on their local economies. Buy Nearby, a new campaign that focuses on the positive impact of shopping locally, had a celebration on October 5, "Get Caught Blue-Handed Day," to gauge the effective of its efforts to promote shopping locally. The results show that participation was high in communities that were aware of the event, but the campaign should expand to more communities to reach a wider audience.