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 Jennifer Williams, owner of Jennifer's, a women's clothing boutique in Fort Myers, said shopping locally offers that one-on-one customer experience that you can’t get when you shop online.

“In the traditional sense, you get someone to actually greet you (when you shop locally),” Williams said. “We offer free gift wrapping, alterations and other extra services. “When you order something online, it's definitely convenient. No one can say that it's not convenient. It comes delivered right to your door. But there's a whole social aspect of shopping at a boutique. You meet people. We've developed a lot of great friendships throughout the years here at the store. Our clients interact and establish friendships as well. It’s an entirely different shopping experience.”

Williams said when people support small businesses it creates a bit of uniqueness in the area. 

“Every town is going to have those same big box stores, those same chains,” said Williams. “But if you support the small businesses, locally owned, there's a lot more uniqueness and individuality that you're going to see, which helps define our community. Since we’re so tourist driven, we need our area to look special and unique.”

Erica Van Buren is the underserved communities reporter for The News-Press and Naples Daily News, part of the USA TODAY Network. Connect with her at

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