Prime Day Is Coming— But Where Does Your Money Go?

Prime Day is just around the corner, and if you’re like most people, you’re already eyeing a few deals. Whether it’s school supplies, a smart speaker, or a snazzy sweater, it’s hard to resist the convenience and prices that big online retailers offer.

But before you click “buy now,” ask yourself: Where does my money go when I shop online? And more importantly, what could it do if I kept it closer to home?

This isn’t about guilt— it’s about opportunity. Because when you spend money in your community, it doesn’t just disappear after the sale. It moves. It supports. It grows.

Your Dollar’s Journey

Think of your dollar like a drop of rain falling on your hometown. When you buy a pair of headphones from a locally owned electronics store or gift shop, that money doesn’t just stop at the cash register. The shop owner uses it to pay a local accountant, who eats lunch at an independent café, where the server uses their tip to get a haircut from a neighborhood stylist. That single purchase helps several people in your community.

Like rain soaking into the soil, your dollar keeps working.  It feeds roots, creates jobs, and helps your local economy grow.

But if you buy that same pair of headphones from a big online retailer, it’s different. Your money flows quickly out of town.  It heads off to a warehouse in another state, a manufacturer overseas, and a corporate office far from home. It helps their communities but not yours.

It’s like water running off the street. It moves fast, but it never soaks in. It doesn’t feed your local economy. It just vanishes down the drain.

Why Local Spending Has a Bigger Impact

Indiana’s economic garden is full of small businesses— nearly 570,000 strong, making up 99.4% of all businesses in the state. Together, they employ 1.2 million people, roughly 44% of Indiana’s private workforce. Between March 2022 and March 2023, these businesses opened almost 18,000 new locations and added over 206,000 new jobs. (source).

It’s like rain nourishing a field. Those 570,000 small businesses soak up dollars and turn them into jobs, services, and vibrant communities.

Small businesses also spend money locally. They hire local accountants, advertise in local papers, and support neighborhood events. When you shop local, your money has a better chance of staying in your community, helping your neighbors and strengthening the local economy.

We’re Not Saying Prime Day Is Bad

Let’s be clear, online shopping isn’t evil. It’s convenient, affordable, and is a great option for people with limited transportation or short on time.

The goal isn’t to cancel Prime Day— it’s to think beyond it. What if you treated the week of Prime Day as a chance to support the businesses that make your town special?

After all, many local stores offer online ordering, curbside pickup, and special deals of their own. Some even participate in community marketplaces or partner with local makers. Spending just a portion of your budget locally can make a real difference.

Where You Spend Shapes What Stays

Amazon accounted for over 37% of U.S. e-commerce sales in 2024 (source). That’s a huge amount of money flowing away from local communities. Imagine if even a small slice of that spending shifted to local shops.

And when local businesses thrive, they give back. They sponsor youth sports. They donate to school fundraisers. They volunteer on local boards. They show up because they live here, too.

When small businesses close, we lose connection. We lose places where people know our names, where we bump into neighbors. Once those places are gone, they’re hard to bring back.

How to Support Local

Here are some easy ways to support your local economy this week and all year round:

  1. Start With One Purchase
    Instead of buying everything online, pick one thing to buy locally, like a gift, a meal, or a household item. That one choice can ripple out in big ways.
  2. Shop Small Business Online
    Many local shops have websites or sell through platforms like Etsy or Facebook Marketplace. If convenience matters, you can still shop local from your couch.
  3. Look for Local Alternatives
    Before you buy online, check if local stores carry what you need. You might be surprised at what’s available nearby.
  4. Share the Love
    Word of mouth is powerful. If you love a local spot, post about it. Leave a review. Tell a friend. That kind of support costs nothing, but it means everything to a small business owner.
  5. Think Beyond Retail
    Local spending isn’t just about stores. It’s about choosing an independent mechanic instead of a national chain, hiring a locally-owned plumbing company, or getting your morning coffee from a family-run café instead of a franchise. Every transaction is a chance to keep money circulating right here at home.

Your Dollar Has Power

It’s easy to feel like one person doesn’t make much of a difference. But when it comes to money, every decision counts. You don’t have to be an economist to make an impact.  You just have to care about where your money goes.

Because when you shop local, your dollar becomes more than money. It becomes support. It becomes connection. It becomes momentum.

This Prime Day, Think Local First

You’ll probably shop online this week.  And that’s okay. But maybe you’ll also stop by a local shop, eat at a local café, or support a neighborhood artist. That one small act can set off a chain reaction of good.

So as you scroll through Prime Day deals, take a moment to ask:

Could I keep this dollar working right here at home?

The answer might just surprise you, and help your whole community grow.

Because every dollar you spend locally is like a drop of water feeding the roots of your town. It helps a business owner keep the lights on. It supports local jobs, strengthens families, and brings life to the places we call home.

You have the power to keep that garden growing. All it takes is choosing to let your dollars soak in where they matter most.