According to The Business Journal, more than $9.3 billion would be directly returned to our economy if every family in the United States spent just $10 a month at a local business.
Every July, independent retailers are presented with an opportunity to highlight what makes them unique. In a time when more and more people are looking for opportunities to shop small, Independent Retailer Month may be the perfect time to expand your reach.
Whether you operate a brick-and-mortar retail location, operate exclusively online, or use a hybrid of the two, you may be able to use Independent Retailer Month to your advantage.
What is Independent Retailer Month?
Independent Retailer Month is an annual campaign that takes place every July across the U.S. and the U.K. and was established to highlight the vital role local merchants play in the community and economy. During the month, independent retailers and their customers are encouraged to participate in activities and events that support their local communities, such as markets, workshops, and networking events. It differs from Small Business Saturday in that the latter (which was created by American Express®) is a one-day affair that takes place on the Saturday after Thanksgiving.
It’s no surprise that Independent Retailer Month was founded by two successful entrepreneurs with common goals: encouraging consumers to shop local and celebrating indie retailers.
In 2003, National Independent Retailer Week was created by Tom Shay, the owner of Profits Plus®. His goal was to show retailers how to create celebrations for their communities, their industries, and their own businesses.
In 2009, Kerry Bannigan, Co-Founder of Nolcha®, launched Independent Retail Week, a week-long, city-wide shopping celebration in New York, Chicago, Philadelphia, and New Jersey and focused on promoting 400 independent fashion retailers. The city’s tourism boards, chambers of commerce, and mayor’s office were all on board, and the week was featured on major news networks.
In 2011, Bannigan and Shay came together and discussed how they wanted the celebration to include all forms of independent retailing and rolled out the initiative that we know today as Independent Retailer Month in July.
“On average, 52.9% of each purchase at a local independent business is recirculated locally, compared to less than 13.6% of purchases at chain stores.” — American Independent Business Alliance (2025)
How can you participate and promote your independent retail business?
Participating in Independent Retailer Month is an excellent opportunity for independent retailers to promote their businesses. Here are just a few ways you may consider doing it:
- Participate in local events: Joining local events and markets is typically a great way to showcase your products and attract new customers.
- Offer special promotions: Create exclusive offers and discounts for your customers during the month to encourage them to shop at your store.
- Collaborate with other businesses: Partner with other local businesses to offer joint promotions and cross-promotion opportunities.
- Use social media: Share your Independent Retailer Month activities on social media to raise awareness and attract new customers. Be sure to use the hashtag #indieretail to be part of the community celebrating.
The Independent Retailer Month website is packed with resources and ideas as well as downloadable materials like logos, posters, postcards, and sample correspondence you may personalize and distribute to local politicians to get them involved. You’ll also find social media assets you may use to show that your business is part of the movement.
Using social media during Independent Retailer Month
Social media may be one of the most effective ways to get your brand in front of as many eyes as possible in 2026. Being strategic with your social media posting may help your business maximize the benefits of Independent Retailer Month. Some smart posting strategies may include:
- Use Short-Form Videos: Short-form videos, such as TikToks and Facebook Reels, offer an opportunity to highlight what sets your business apart. They’re also excellent tools for sharing customer testimonials.
- Make Posts Interactive: Interaction drives traffic on social media. Creating posts that promote comments and reactions may help your company’s social media accounts appear to potential customers who aren’t following you yet.
- Offer Social Media Specials and Giveaways: Use your social media as a way to expand your online presence by offering social media specials. Designate a time period and give a discount to any customers who share a post during those hours. You may also want to consider doing a giveaway for users who like and share a post. If you do that, it may be a good idea to also require them to follow your page.
What are some benefits of participating in Independent Retailer Month?
Participating in Independent Retailer Month may bring several benefits to independent retailers, such as:
- Increased exposure: By participating in events and activities, independent retailers may expand their reach and attract new customers.
- Building loyalty: Celebrating Independent Retailer Month may build brand loyalty among current customers who appreciate the personal touch of independent businesses.
- Community support: By supporting local events and businesses, independent retailers may also build their support network and connect with like-minded business owners.
Keep it going
Independent Retailer Month is a great opportunity for independent retailers to promote their businesses, increase exposure, and develop a deeper connection with their communities. Taking part in local events, collaborating with other companies, and utilizing social media may make it possible to turn this month-long campaign into a turning point for your business.
Whether your business is relatively new or you’ve been operating for years, using Independent Retailer Month to your advantage may be a great way to differentiate your products and services from those of larger companies. 
