It's Small Business Week, and I've gotta vent about something that drives me CRAZY as someone who manages social for local businesses...
The double standard.
People will order from Temu or Shein 10 times in a row, get absolute garbage half the time, and keep coming back for more. "Lol my $5 dress fell apart but I just ordered 6 more things! 🤪"
But heaven forbid a local boutique messes up ONE order. Suddenly it's "never shopping there again" and a 1-star review that stays online forever.
Same with pricing.
Big box stores can jack up prices overnight and everyone just shrugs. But when my small business clients have to raise prices, the comments section and DM's turn into an interrogation room. 🫠
"Why so expensive?" "Can you do it for less?" "I found it cheaper online!"
As someone drowning in DMs managing these accounts, I see this play out DAILY. The psychology behind it fascinates me (when it's not making me want to throw my phone out the window).
So I'm gonna just say it. I think we hold small businesses to impossibly high standards while giving endless grace to faceless corporations.
And I don't know how to make it make sense.🤷♀️
The most successful small business campaigns I've run directly address this psychology—highlighting craftsmanship stories and community impact messaging that transcends the transaction.
My advice to fellow marketers and business owners DIYing : Stop competing on big-box terms. Position your clients and selves as the authentic alternative you truly are.
Understanding these psychological forces is essential for crafting messaging that breaks through this double standard and stops a scroll.
And ya know... support small and local businesses when you can.
They're noticing. Trust me.