You might not notice it straight away.
Maybe it’s just one more trip out of town. A quick stop at a big-brand store for socks, a dash into a discount chemist, a meal from somewhere that doesn’t know your name.
Or perhaps it’s that package that shows up on your doorstep, an online order from a faceless warehouse. A bit cheaper than buying it here, and fast.
Harmless, right?
But over time, those small decisions add up. And right now, they’re slowly draining the lifeblood out of not just your town, but our region. Quietly, steadily, and without fanfare, the very foundations of East Gippsland’s local economy are being chipped away by decisions made with good intentions, but limited awareness.
We’ve built towns like Lakes Entrance, Orbost, Paynesville, Omeo, Bruthen, Mallacoota and Bairnsdale on connection, contribution and community. But when we consistently choose convenience over community, when we bypass our own towns and each other for the sake of a perceived bargain, we risk becoming places people drive through instead of destinations people invest in.
Every dollar we spend out of town is a dollar that doesn’t come back.
It doesn’t pay wages in our shops. It doesn’t help the local café hire another barista. It doesn’t sponsor the junior netball or football teams, the fishing competition, or a New Year’s Eve event. It doesn’t fix a shopfront or light up a town for a festival. That money leaves, and it builds someone else’s economy instead.
This isn’t just about online giants. It’s also about the big-box stores down the line, the franchise outlets in the valley or Melbourne, and the national chains that, while well-stocked and highly convenient, don’t give a second thought to our towns once the money has been processed.
We all want value for money. But let’s be honest: there’s a real cost to that “cheaper” price tag. Because when we choose online over an East Gippsland bookseller, or a huge warehouse over the local hardware store, we’re not just saving $10. We’re weakening our economy, one transaction at a time.
We’ve seen the results already. Empty shopfronts. Small businesses that quietly closed their doors. Young people who can’t find casual work because no one’s hiring. Not because our towns don’t have the talent, creativity, or ambition, but because the dollars that should support them are being diverted elsewhere.
Local business owners aren’t just running businesses. They’re community champions. They donate to raffles. They hang festival flags. They give school leavers their first job. They clean their footpaths, greet you by name, and support the causes that matter in our region.
They don’t get bulk discounts. They don’t get national marketing campaigns. What they do have is heart, grit and a deep love for the towns they live in and the people they serve.
We can’t compete with convenience. But we can appeal to conscience.
When we shop local, we’re not just buying products, we’re buying pride, purpose and place. We’re investing in people who invest in us. And when we shop within East Gippsland (not just our own town, but our neighbouring towns too) we expand that impact. We build a resilient regional economy that doesn’t rely on outsiders to survive.
So next time you need something, pause and ask: Can I buy this locally? Or could I take a short drive to another East Gippsland town and find it there?
If the answer is yes, please do. And if not, ask a local business if they can order it in. You might be surprised at the service, care and effort they’ll make just to keep your business close to home.
Our region has weathered storms, literal and economic. From bushfires to floods, from pandemic closures to supply chain chaos, we’ve stayed strong by sticking together. But now we face a quieter, more insidious threat: the slow erosion of our economy, one shopping decision at a time.
That’s why we must think bigger than just “Shop Local”. We must also: Travel local. Explore local. Spend local, across all of East Gippsland.
Because we don’t need to go far to escape. Our region is bursting with lakes, mountains, trails, food, wine, festivals and people who’ll welcome you with open arms.
A weekend in Mallacoota. A winery stop in Bruthen. An overnight stay in Orbost. A hot pie in Cann River.
Be a tourist in your own backyard, and in your neighbour’s.
When we take mini-breaks within the region, we’re not just treating ourselves, we’re sustaining jobs, accommodation providers, restaurants and retailers who rely on visitor dollars to stay open year-round.
And it’s not just residents who need to hear this. Bigger organisations (government offices, schools, hospitals, and corporate contractors) have a vital role to play.
Every tender, every catering order, every sign printed, every uniform purchased is an opportunity to choose local. Local contractors. Local designers. Local venues. When large institutions spend regionally, they pump thousands of dollars into our economy. When they don’t, they reinforce the very spending behaviours that are hurting our towns.
We urge procurement managers and leadership teams across East Gippsland: Don’t just say you support local, prove it. Source from businesses with a local postcode. Ask around. Collaborate. Empower your staff to think regional before they create that purchase order.
And let’s not forget our local artists, makers, and creatives, the storytellers of our region. Whether it’s a painter in Orbost, a jeweller in Metung, a sculptor in Lakes Entrance, or a potter in Bairnsdale, their work captures the soul of East Gippsland like no mass-produced product ever could. When you buy their art, attend their exhibitions, or commission their craft, you’re not just purchasing something beautiful, you’re validating a livelihood. You’re preserving culture. You’re ensuring our region remains rich with creative expression. Local art connects us to place and people, and every dollar spent on it keeps that spirit alive.
The same goes for our local musicians and performers, the soundtrack of our region. They bring life to our markets, festivals, pubs, and community events. Whether it’s a solo artist playing acoustic sets on a Saturday night in Lakes Entrance, a band rocking a pub in Orbost, a youth ensemble performing in Bairnsdale, or an internationally recognised local artist playing at the Bruthen Mechanics Hall, these artists give our towns rhythm, energy, and identity. Supporting local music by booking regional talent, paying cover charges, buying their merchandise, or simply showing up to their gigs isn’t just entertainment, it’s an investment in the vibrancy of East Gippsland. When we support our musicians, we amplify the heartbeat of our towns.
Because the more we keep our money circulating within East Gippsland, the more likely we are to keep jobs here, grow new businesses here, and create a future here that our young people want to be a part of.
Let’s stop sending our money (and our future) down the highway or into an online void.
Let’s bring it home. Let’s back the businesses that back us.
Let’s shop in Lakes Entrance. Eat in Orbost. Stay in Mallacoota. Buy in Bairnsdale. Celebrate in Paynesville. Buy Art in Omeo. Dance in Bruthen. Relax in Metung. Do all of this in every town in East Gippsland.
Let’s stop competing for the leftovers and start rising as one.
Because if we don’t support local now, we might not have local to support tomorrow.
By Sharen Cameron, chair – LEADA Business, Tourism and Events Committee and local business owner
