In Truckee, summer is a tale of two seasons. From late June through August, our town is bustling with visitors, second homeowners, and families from all over. Then, as the back-to-school season arrives and Labor Day passes, Truckee shifts into what we lovingly call “local summer.” This shoulder season is when the trails, shops, and restaurants become a little quieter, and the rhythm of daily life leans more toward locals than tourists. For our community businesses, this time of year is both an opportunity and a challenge—and that’s why shopping local matters now more than ever.

Many of Truckee’s businesses depend on summer tourism, but the slower months are what test their resilience. Payroll, rent, utilities, and supply costs don’t disappear when visitor numbers dip. Shopping local during shoulder season helps bridge that gap. Every meal at a locally owned restaurant, every gift purchased from a locally owned shop, and every haircut or yoga class you book here in town keeps our businesses steady when foot traffic naturally slows.

Studies consistently show that money spent at locally owned businesses recirculates in the community at a far greater rate than dollars spent at national chains or online retailers. Local businesses are more likely to source products locally, hire local contractors, and reinvest profits into Truckee. That means your decision to buy this year’s winter gear downtown instead of online isn’t just convenient, it’s an investment in your neighbors, your schools, and the nonprofits that make Truckee strong.

Truckee’s charm comes from its people and the businesses they’ve built. Independent restaurants, outdoor gear shops, art galleries, and service providers make our town unique. If we want to keep that mountain character alive, we need to support it, not only when visitors are in town, but especially when it’s just us locals holding things down. By showing up in September, October, November, and even early December, we ensure that these businesses will be here for the winter rush and beyond.

Shopping local isn’t just about dollars and cents. It’s about connection. When you chat with a shop owner about their latest products or get to know your barista by name, you’re building a stronger, more resilient community. Local summer is the perfect time to slow down, have those conversations, and remember that behind every business here is someone who took a chance on Truckee and cares about this place.

As we enjoy the quiet trails, empty beaches, golden aspens, and crisp mornings of local summer, let’s commit to making a conscious choice: keep our dollars here in Truckee. Next time you need a gift, grab it at a downtown boutique. If you’re craving takeout, order from one of our local restaurants. Planning fall home improvements? Hire a local contractor. These choices matter.

Truckee thrives when we support one another. Shopping local during shoulder season isn’t just about sustaining businesses it’s about preserving the heart of our community. Together, we can make sure Truckee remains a vibrant, welcoming place for locals and visitors alike, all year long.