As the Internet becomes more intricate to people’s everyday lives, more businesses are appealing to consumers through online shopping.

While franchise stores may find it easy to offer online products, it is more difficult for local stores to compete with larger enterprises.

Brad Clark, owner of Dad & Lad Clothing Co. in Boone, said although he doesn’t have any evidence of online shopping making a dent in his business, he said he believes it’s had an effect.

“I’ve looked into [online shopping], and I will probably go online one of these days,” Clark said.

Clark called online shopping an evolutionary process.

“Times change and businesses change, too,” he said. “The Internet is just one more place to find what you are looking for.”

Aaron Harris, manager at American Eagle Outfitters in North Grand Mall, said his store heavily promotes its Web site.

“We have banners and posters throughout the store promoting the Web site and our slogan, which is ‘Shop in your underwear,'” he said.

Cindy Anderson, associate professor of sociology, said online shopping, as well as technology in general, is contributing to an escalation of consumerism.

Anderson said shopping online is similar to a credit-card mentality: People don’t actually see the money they’re spending.

“The Internet shopping makes it more difficult to step back and be critically aware of how you are spending your money,” she said.

She said online shopping is advantageous to the consumer in terms of “rational economics,” but it’s regressive to society.

“It takes away face-to-face interaction, which is important to a community,” Anderson said.

Online shopping may take away consumer-business interaction, but it’s advantageous to businesses that offer a much wider variety of products online as compared to retail stores.

Randy Martindale, assistant manager of Eddie Bauer in North Grand Mall, said the store’s Web site offers a more extensive line of merchandise than the store.

Eddie Bauer’s Web site is relatively new, but Martindale said he believes online shopping is the wave of the future.

“I do see more people talking about it every day,” he said. “I think you will see it becoming more integrated in the near future.”

Ames residents Carla Rayboldt and Tina Walters shop online regularly.

“Ames doesn’t have some of the stores that I like to shop at, like the Gap, so instead of driving off to them, it is good that I can shop online and get those clothes,” Rayboldt said.

Both Rayboldt and Walters said the convenience of shopping at home is another reason why they buy online.

“I like that you can sit in front of your computer from your home and buy things without ever leaving,” Walters said.