(The opinions and views expressed in the commentaries and letters to the Editor of The Somerville Times belong solely to the authors and do not reflect the views or opinions of The Somerville Times, its staff or publishers.)

By Mayor Joseph A. Curtatone

From a gift certificate for floatation therapy to a lunch pit stop for handmade-that-day Bengali chickpea fritters drizzled with mango-mustard sauce, holiday shopping in Somerville is worlds away from a day at the mall. And all the while, when you shop local here, you can pat yourself on the back for doing good. That’s because your support for our small, locally owned businesses is vital, especially for businesses in neighborhoods experiencing construction.

When I ask people what they love about Somerville they often talk about our vibrant and active squares and the eclectic mix of restaurants and shops around the city. Within four square miles you can get food from every corner of the globe, buy products you can’t find anywhere else made right here in the community, and see musical acts and performances that aren’t usually booked in the larger venues in the area. But if we want to maintain what many of us love so much about Somerville, we need to make sure we’re supporting them.

Opening a small business is a risky venture. Within the first year about 20% close and 10 years out around 65% have closed. Small businesses are especially vulnerable to disruptions from construction and weather and to shifts in the economy. Many operate on a very slim profit margin and don’t have the supply networks or bulk buying power of larger companies. Your dollars have a greater impact when spent at independent businesses and, especially for retail establishments, holiday spending is what keeps them going throughout the year. Likewise, their interesting offerings can keep you going as you shop local.

I find if you walk through any Somerville business district as alert and curious as a tourist, you always find something new and interesting – say, an art studio offering class gift certificates, an ethnic grocery store with interesting foods for your holiday events or gifts, specialty and gift shops stocked with fun and artful items you can’t get at the mall, florists with fresh holiday bouquets, or even a chocolate factory or brewery with locally crafted treats. Our streets are also lined with entertainment venues, services ranging from nail salons to yoga studios, cafes and restaurants, and other non-material gift options that are good options for gift certificates.

Planning a day of holiday shopping/exploring in Somerville plus a meal or hot drink to warm up followed by a performance at a local venue would be an easy annual tradition to start up. Or keep on the lookout for planned holiday events or strolls in our squares and head out for those.

Then add to the good cheer this knowledge: When you shop locally, you’re not just investing in the businesses you visit; you’re also investing in the community. If you’ve ever flipped through a program at a school play or noticed the logos on youth sports jerseys, you’ve probably noticed that it’s often local businesses that are providing sponsorship. But we also have the data to back those anecdotes up – nearly half of the money spent at locally owned retailers recirculates in the community vs. just over 13% spent at chain retailers. That money recirculates in the community in a number of ways – wages paid to workers that get spent locally, payments to other local businesses as suppliers or for services, and charitable contributions to local schools and organizations.

I hope you’ll join me in supporting local businesses this holiday season. They count on us for their survival. We count on them for our vibrant streets. It’s win-win to shop local. To get oriented, check out websites and social media accounts of local businesses, Main Streets organizations, the Chamber of Commerce, and local publications to get an idea of where you want to shop and to find out about any special events or promotions coming up.

And, if you’ll be shopping in Ball and Magoun Squares, pick up one of our business loyalty cards. Once you fill it up with stamps you can turn it in for a monthly prize drawing and a tote bag featuring the work of a local artist. To learn more about the business loyalty program, visit www.somervillema.gov/loyaltyprogram.

Finally, you can help promote locally owned businesses through word of mouth. Tell friends, family members, and coworkers where you like to shop; share your shopping on social media, and let your followers know that you’re #Loyal2Local this holiday season; and leave reviews for your favorite spots to shop and eat. Support our community this holiday season (and year round) by supporting our small, locally-owned business community.

P.S., Those fritters are available at the Somerville Arts Council’s new Nibble Kitchen on Fridays midday at Bow Market. At this City-sponsored kitchen, you’ll find a rotating international menu made by local culinary entrepreneurs as well as cooking classes. The Nibble Grand Opening at 6 p.m. on Tuesday, December 3, would be a great way to top off an afternoon of holiday shopping.