Shopping locally in Athens and Limestone County is more important than ever, as the community continues its rapid growth and larger national chains continue to swoop in — Athens Main Street and the Athens-Limestone Chamber of Commerce urge residents to support local businesses this holiday season.

“The holiday season represents a time of reflection and gratitude,” Pammie Jimmar, president of the Chamber, told The News Courier. “It’s a moment to acknowledge the hard work and resilience of our local businesses throughout the year. The holidays allow us to celebrate the achievements of our community, recognize the impact of our small businesses and support local shops through holiday initiatives.”

According to an economic impact analysis by the American Independent Business Alliance, for every dollar spent locally approximately 48 percent stays within the community — compared to only 14 percent for chain stores. So, by choosing to buy at local stores or deciding to spend a chunk of change at nearby mom and pop shops, residents can directly invest in their community’s economic growth and development.

“The importance of shopping locally cannot be overstated, because for some of our retailers this time of the year is make or break for them,” Tere Richardson, executive director of Main Street, said. “The holiday season is a big portion of the bottom line profit for a lot of our businesses. That is why we have so many organizations get out to try and make this time a very special and welcoming environment for shoppers to come downtown.”

The number of Christmas events are abundant in Limestone County this time of the year, and organizations like the Chamber and Main Street have annually capitalized on the season to increase foot traffic to retailers in the Historic Downtown District of Athens.

While these events embrace the true purpose and magic of the holiday season — by promoting local businesses — they also showcase the community’s rich traditions, culture and natural beauty.

“We have so many stores and vendors that sell things that are unique to only our area,” Richardson said. “Those are the things we try to focus on this time of the year. That’s why we are so excited to try out our first ever Holiday Market.”

During the winter off-season, typically the Athens Farmers Market remains dormant — but, under the leadership of Main Street, the beloved market will return for the inaugural Holiday Market on Saturday, Nov. 23, from 10 a.m. until 4 p.m. at 409 W. Green St.

“We are really interested to see how the community embraces it, because our vendors really have,” Richardson said. “We are expecting a full pavilion of over 30 local vendors, and a couple of our favorite musicians performing on our new stage. It’s guaranteed to be a really cool time down at the market — and hopefully it will also attract people to shop at the nearby businesses like Irons and Ales, Kreme Delite, Athens Pickers and Frank’s Good Stuff.”

Richardson also highlighted the immense impact the annual Sippin’ Cider Festival has on getting patrons to visit local stores around the Square and throughout the city of Athens. The deliciously sweet festival will celebrate its 14th year on Saturday, Dec. 14, from 4 p.m. until 8 p.m., as participating merchants offer complimentary samples of their own hot cider recipes.

Not only does the event give patrons the opportunity to stroll around several businesses as they sip on the seasonal drink, but it will also allow those same cider enthusiasts the chance to vote for their favorite recipe. The merchant who receives the most votes will win the highly coveted Cider Cup.

“This is a very popular event that’s loved by everyone in the area every single year,” Richardson said. “Most of our businesses have their best days, in terms of foot traffic, during Sippin’ Cider. I think that’s the time people really fill up their Christmas Wish List. Last year we celebrated a record 30 participating businesses — this year we already have 43 participating businesses.”

Some of the merchants competing for the crown of best cider recipe include; Ro’s Grille, Li’l Mazzaras and Driftwood Dragonfly.

So, this holiday season, as the temperature begins to drop and prices begin to fall — choose from the countless number of Athens and Limestone County shops and restaurants. Your community will thank you for it, and you might just end up on the Nice List because of it.