Looks like shoppers are out in big numbers this year, but so far they’re spending less! Several growing trends are having a big impact on local businesses this year: “shopping local” and giving less materialistic gifts. As a restaurant or tavern owner, consider that gift cards are a solution to both challenges. It’s important to capitalize on this simple way to get new business, and there’s no better way to get new patrons in your place than through gift cards. What a great way to promote local during the holiday season: give a gift card to a local restaurant. Remember to pay attention to (and take advantage of) national trends, as they’ll often resonate on a local level.