Peter Sutton says while buying online from an out-of-town outlet has both positive and negative effects, it comes at a cost of smaller communities losing jobs for their children and basic services.

He encouraged people to consider the benefits of shopping locally, both to them as a customer and to the wider Dubbo economy.

It comes after retailer Larrissa Kek started a new campaign to remind people local stores "need the local support to stay open", particularly in the drought.

Mr Sutton was unequivocal.

"Shopping locally is one of the most important issues facing our regional areas today," he said.

"Not just for those larger regions such as Dubbo, Tamworth, Orange et cetera, but right down to the local general store in those smaller towns and villages."

After about two decades' break, Mr Sutton returned to the retail industry three years ago to open Harry's for Menswear.

He said as a relatively new business in Talbragar Street and after many years out of the industry, the store had enjoyed much support from the community at large.

The past six to 12 months had seen some "challenging moments with the ongoing dry period", which had flow-on effects.

"No doubt the dry period has had a huge bearing on most service-dependent industries," Mr Sutton said.

"But we know this will not last and the good times will return."

Opening in the era of e-commerce giants, lifelong Dubbo resident Mr Sutton's small business offers both a bricks-and-mortar and online option.

Broadly, online's positive effect on regional economies included savings on travel that helped customers source much-needed goods to maintain their business, he said.

But it also had drawbacks.

"On the negative side, it comes at a cost of those smaller communities and towns losing employment for their children and the basic services that rely on the support of every person in those regions...," he said.

Face-to-face shopping in store allowed people to "touch, feel and evaluate the quality of the product".

"Buying locally you can make an informed decision plus talk to a person who has your best interest at heart in providing for them," Mr Sutton said.

The store recently introduced a click-and-collect service, which was being embraced by customers, the retailer said.

"People who want to support those businesses should look at those options," Mr Sutton said.

He said there was also onus on retailers.

"We have to become savvy and make the shopping experience pleasant," he said.

Shop Local Dubbo, started by Mrs Kek last week, has resulted in more than 50 stores displaying a campaign sticker in their windows.

The stickers were donated by Solid Signs of Dubbo.