On Saturday night, my husband and I went out for a date. We didn’t have a reservation, and the restaurant we were headed to often has a line of people waiting for a table. We expected that to be our fate, but were seated right away. In fact, we had our pick of seats. At best, the place was a quarter full, and the dining room showed no signs of filling up while we were there.
In hindsight, I shouldn’t have been surprised. After the busy season — starting roughly at Thanksgiving and concluding with New Year’s Eve — January, February and March are notoriously tough months for small businesses. Many of us hibernate a bit more this time of year, recovering from holiday spending and overindulgence, refocusing on moderation and health and, this year at least, navigating cold temperatures and heavy snowfall that sometimes limit how much we are out and about. Add to that a sense of uncertainty tied to national events and global politics, and the result is hesitation about spending decisions.
Alaska can feel geographically isolated, but our economy is closely tied to national and global trends. Oil prices, inflation, tariffs, market shifts and other changes far beyond Alaska’s borders impact our local economy. With that in mind, small businesses play an outsized role in sustaining our communities. Nearly 78,000 small businesses make up more than 99% of Alaska’s businesses and employ over half of the state’s workforce. Supporting them not only feels good but is a practical way to protect local jobs, strengthen economic stability and build resilience against forces beyond our control. Shopping locally is voting with our dollars to create the community we want to live in.
During the last year, I have seen more and more small businesses, many of which valiantly weathered the pandemic, finally slip away. We have all seen the social media posts by business owners that begin with phrases like, “I am saddened to announce … ” or “As one chapter ends … ” and immediately know what is coming next. It can feel like it happens overnight, but more often it is the result of steady pressure over time. Thinner margins, quieter weekends, deferred maintenance and difficult life decisions accumulate until closing the doors becomes the best, and sometimes only, option left.
Still, just as challenges build over time, so does support, and that is why I am asking all of us to be proactive and show up for the small businesses in our communities.
Supporting small businesses does not always require spending more. Simple, no-cost actions can make a meaningful difference. Engaging with a business’s social media posts, leaving a thoughtful online review or tagging them when you share a photo of a meal, product or service all help increase visibility. Recommending a favorite shop to a friend or coworker still matters, and so does showing up. Attending events or pop-ups and taking a moment to say thank you can boost morale nearly as much as foot traffic. Over time, these small actions help local businesses stay connected to the communities they serve.
When I think about small businesses, I think about the people and places that make our community vibrant. I think of the health care clinics we rely on, the hair stylists and estheticians who know our stories, the auto mechanics and snow plowers who keep our days running and the designers, musicians, makers and artists who give our lives color and emotion. I think of real estate agents helping families put down roots, therapists supporting us through difficult seasons, coworking spaces building community, manufacturers making specialized goods, grant writers securing funding, plumbers answering emergency calls and bookstores creating space for ideas and conversation.
Small businesses are woven into nearly every part of daily life. Along with economic benefits, they give our communities character and a sense of place, create experiences that cannot be replicated and offer the chance to support a neighbor as they bring their vision to life.
That quiet dining room stayed with me long after our plates were cleared. It was a reminder that small businesses feel our choices immediately and personally. Showing up, in whatever ways we can, is how we help decide which ones remain.
Gretchen Wieman Fauske is the director of Special Programs & Strategy at the Alaska Small Business Development Center.
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