We thought we'd be sharing hot cocoa and coffee, hot toddies and wassail. At a time when our community would normally be singing about "the most wonderful time of the year," it's an understatement to say that 2020 has had other plans. If you've replaced 'wonderful' with some other choice words, I promise, you are not alone.

I’ve asked small business owners time and time again, “What keeps you up at night?” The answers I used to get had to do with regulations or the ability to retain quality employees. This year, the most common response has been, "How am I going to survive this when everything I have is wrapped up in this business?"

I'm going to take a moment to tell you what keeps me up at night - the fact that the economic impact of the pandemic has hit our community in a significant way. When I stare at the ceiling, wide awake at 3am, this is what goes on in my head: the Chamber of Commerce exists to support and grow our economy by supporting local business. Unapologetically. Even in a pandemic; ESPECIALLY in a pandemic. If not us, then WHO?

We are charged with supporting local business by advocating on your behalf and communicating your needs to your elected officials. This responsibility means working with local partners to provide a prepared workforce so that you have access to qualified employees. We hunt down resources that are designed to make you successful in your entrepreneurial ventures. We create networking opportunities and facilitate connections. We promote tourism in Denton and market to outside industry to drive economic growth and create opportunities.

We often talk about how supporting locally-owned Denton businesses is what keeps us unique and what keeps us “Denton”. Here is the bitter pill: THIS year, especially, shopping local is what is going to keep our Denton businesses ALIVE. Wanna know something else? We do not have to choose between safety and commerce.

Yes, shopping looks different this year, but Denton is still open for business. You can SHOP Denton safely (masks ON please), support your community, and make a significant difference in the lives of your friends and neighbors. This isn’t about politics or your opinion on mask-wearing - this is about preserving what makes this community special before it’s too late.

According to Entrepreneur Magazine, ‘when a consumer buys local, significantly more of that money stays in the community. In fact, one study found that for every $100 spent at a local business, $68 remained in the community with only $43 of each $100 spent at a chain retailer.’ I'll be the first to admit it, but we all shop chain retailers. Many of these businesses are chamber members, and they are a vital part of any community. However, let’s not forget the locals - the ones who support your kiddo’s baseball team or theater program, who volunteer their time and give to nearly every non-profit in this community. Our small businesses need your support NOW.

According to the small business support organization Independent We Stand, “If every family in the country shifted $10 a month to locally-owned, independent businesses instead of national chains, over $9.3 billion* would be directly returned to local economies.”

I have a challenge for you: Shift $100 of your holiday budget this month to a locally owned, independent business. If you don’t have $100, spend $50. If you don't feel comfortable going inside, every single shop will walk products or gift cards out to your car if you'll only ask. Not sure where to begin shopping? Check HERE or HERE.

This is the part of the story where we decide to become our own Prince Charming and RESCUE OURSELVES - together! Let's share this challenge with friends and family. Let's post about it on social media with the hashtags #100DollarChallenge and #DentonMeansBusiness. Let's check in to and tag these businesses on social media and post pics of who you are supporting. Together we can do this, and this time next year, no matter what, we will all be better for it.