As Durham faces another year of economic recovery and change, a new initiative is shining a light on the importance of local businesses to our city’s identity and economy. The Love Durham campaign, launched in partnership by Discover Durham and Downtown Durham, Inc., encourages residents to step away from their screens and reconnect with the vibrant small businesses that make Bull City unique. Running from December through April 10, the campaign offers discounts, special events, and community-building opportunities.
At the Bull City Citizen, we pride ourselves on providing a renewed and thoughtful perspective on the issues that matter most to our readers. This story isn’t just about business; it’s about people, creativity, and the resilience of our community.
The Struggles of Small Businesses
2024 has been tough for Durham’s small businesses, as inflation and post-pandemic consumer habits take their toll. Tiffany Griffin, CEO of Bright Black Candle Shop, explained the challenges: “You can shop from your computer; you never have to leave your house. For businesses that rely on presence, that trend is very difficult to navigate.” Like many local entrepreneurs, Griffin has seen foot traffic decline as consumer patterns shift toward online shopping.
To counter these trends, the Love Durham campaign offers a simple yet powerful message: shop local, support your neighbors, and help Durham thrive.
A Collective Effort to Reignite Engagement
More than 100 businesses are participating in the campaign, which features Love Durham signage and promotional items, like stickers and buttons, to encourage customer loyalty. Businesses will offer special deals, exclusive menu items, and in-store events to make shopping a memorable experience.
Discover Durham President and CEO Susan Amey highlights the campaign’s broader goal. “Sometimes, you get out of the habit of going out and shopping at local places,” she said. “This campaign encourages people to re-engage in that way.”
From well-loved spots like Parker & Otis to creative hubs like Tiny and Parker Paper Co., businesses are showcasing Durham’s rich diversity and ingenuity. Business owner Jennings Brody, who operates five local establishments, shared his optimism: “This campaign focuses everyone’s attention and gives us a reason to beat the same drum beyond the holiday rush and reestablish daily practices that will ensure our local economy thrives in 2025 and beyond.”
The Citizen’s Call to Action
At the Bull City Citizen, we believe that good journalism serves as the connective tissue of a community. This campaign is about more than shopping—it’s about showing pride in our city and supporting the people who define its character. When we choose to buy local, leave a review, or simply share a small business’s post, we’re building a stronger, more connected Bull City.
The Love Durham campaign reminds us all that spending our dollars wisely and locally isn’t just an economic choice; it’s a moral and communal one. Visit LoveDurham.com to explore participating businesses and see how you can get involved.
Let’s rally together, Durham. As your hometown paper, we’re committed to amplifying these stories, renewing our shared sense of purpose, and keeping you informed every step of the way. Together, we can ensure that Bull City remains a place where businesses—and people—thrive.
For more stories like this, follow the Bull City Citizen as we continue to bring you accurate, in-depth reporting with a fresh perspective.
