Kaylee Simons
Elmore Autauga News
With a few taps on a phone, almost anything can show up at your doorstep within days. For many residents in Elmore County and Autauga County, that kind of convenience has quietly become part of everyday life. But as the area continues to grow, so does a question that often goes unasked. Where does that money go once it leaves your hands?
According to Ann Harper, economic development director for the City of Millbrook, the answer comes down to something simple, but powerful. “The difference comes down to where the money ‘sticks’ and how many times it circulates in the local economy,” Harper said.
When purchases are made within the community, whether at a locally owned shop or a national retailer with a physical presence, a portion of those dollars begins to work its way back into the place it came from. Sales tax collected on those purchases helps support schools, road maintenance, public safety and the infrastructure that keeps daily life moving. “When you spend money locally, more money stays in that community,” Harper said, noting that local businesses often support other nearby vendors, while employees and owners live and spend their income close to home.
Online purchases, including those made through major retailers like Amazon, follow a different path. While many online retailers now collect sales tax, the broader impact often stops at the transaction itself. In Alabama, online purchases are taxed through a statewide system where revenue is divided and redistributed, rather than returning directly to the city where the purchase originated. “When you shop online, those tax dollars get spread across the entire state,” Harper said. “Only a small portion comes back home.”
In simple terms, a dollar spent locally does not stop at the register. It continues moving through the community, showing up in paychecks, in small business growth, and in the everyday services people rely on. A dollar spent online is far more likely to leave the area once the purchase is complete. Harper described this ongoing cycle as a “multiplier effect,” where one purchase continues to generate value as it moves through the local economy. By the time that cycle slows, she said, an initial $100 spent locally can generate between $150 and $200 in total economic impact through wages, local purchases and reinvestment.
That difference can feel small in the moment, but over time, it adds up. Across Elmore and Autauga counties, growth is visible in new developments, new businesses, and new opportunities. With that growth comes more options than ever before, making it easier for residents to choose where and how they spend their money.
Harper said growth without strong local spending can fall short of its full potential. “A city can grow in population, rooftops, and retail, but if a large share of spending leaves the community, the growth is shallow,” she said.
Economic leaders emphasize that both locally owned businesses and larger retailers with a presence in the community play an important role in that progress. In Millbrook, larger retailers contribute significantly through job creation, property taxes, and sales tax revenue, which helps fund essential services like police, fire, infrastructure, and public spaces. They also help keep residents shopping locally instead of leaving the area or turning to online options.
The distinction is not always about size. It is about presence. It is about whether that dollar continues to move through the community or quietly disappears from it. For residents, the choice is not always about convenience versus commitment. It is about awareness.
“Every dollar you spend is a decision,” Harper said. “It either stays and works for Millbrook or it leaves and benefits somewhere else.”
Because in a growing community, even small, everyday decisions carry weight. Where money is spent does more than complete a transaction. It helps shape what stays, what grows, and what slowly fades away.
