By Vicky Sidler | Published 19 May 2025 at 17:00 GMT

If you run a small business, there’s a golden opportunity hiding in plain sight. And no, it’s not TikTok ads or AI tools promising to double your traffic.

It’s the power of going local.

According to a fresh Gartner survey, 47% of US consumers plan to buy more American-made products this year. That’s nearly half your market leaning toward businesses that produce or source goods closer to home.

Why Local Buying Is on the Rise:

Let’s zoom out for a second.

Economic uncertainty is tightening wallets. In fact, 42% of consumers say they’re holding off on major purchases—and that number is expected to hit 60% by the end of the year. On top of that, more shoppers are turning to secondhand marketplaces to stretch their budgets.

But here’s the twist: when people do spend, they want to feel good about it. Buying local gives them that win. It feels responsible. It feels supportive. It feels personal.

And that’s where your marketing comes in.

What This Means for Your Brand Messaging:

Gartner’s survey also reveals that 55% of consumers lose trust in brands that flip-flop on their social or political stances. Whether you take a stand or stay neutral, one thing matters more than anything else: consistency.

In other words, if you’ve told your customers you care about supporting local businesses or sourcing local products—stick to it.

Here’s where most brands trip up. They make loud promises in one campaign, then quietly reverse them in the next. This breaks trust fast and can even trigger boycotts.

Three Moves to Make Local Work for You:

I’m a StoryBrand Certified Guide and Duct Tape Marketing Strategist, and I believe that clarity and consistency beat complexity every time. Here’s how to apply that to this trend:

1. Audit Your Current Messaging:

Take five minutes to check your website, social media, and packaging. Are you already using words like “locally made”, “community-grown”, or “proudly American” (or “proudly South African”)? If so, double down. Make those claims visible and specific.

2. Feature Real Local Stories:

Show your audience the faces, places, or processes behind your product. Did you source materials from a nearby farm? Is your team based in a small town? Share those details in your next social post or email.

3. Stay Consistent—No Big Swings:

Avoid jumping on trending causes if they don’t fit your brand. Instead, strengthen the story you’re already telling. This builds trust over time, even when customers aren’t ready to buy immediately.

These moves fit perfectly inside a one-page marketing system that keeps your message clear and your campaigns running while you handle the rest of your business.

Ready to Take Action?

Need a simple tool to help you turn this local buying trend into a real marketing win?

Download my free 5-Minute Marketing Fix. It shows you how to craft one clear sentence that tells people what you do, why they should care, and how they can buy—without sounding fake or salesy.

Grab your free 5-Minute Marketing Fix here.