LINCOLN, Neb. (KOLN) - Shopping local can go a long way. Whether during the holidays or not, people who spend their money in their community can benefit the city as a whole.

Shopping in Lincoln doesn’t only impact the business owner, but the entire economy. When money is spent locally, it continues to circulate in different ways, boosting other businesses.

For every dollar spent, there’s a chance to it may be used through business upkeep and other jobs.

According to the American Independent Business Alliance, for each dollar spent locally, 48% of the purchase is recirculated into the economy, this is also known as the spending multiplier.

Mark Melichar, Associate Professor of Business at Nebraska Wesleyan, said the relationships one can form and the personalization of popping into a Lincoln business -- can make shopping more desirable than when you hop on computer.

”They have employees that work and earn wages and those people are earning income and then they have that income that they can spend and shop locally so more of that money ends up staying in the community than if you bought something online,” Melichar said.

The decision to spend money at a local business can give owners the ability to expand and grow, creating more jobs and opportunities.

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