Nov. 27, 2012 — Now that we’ve celebrated the Thanksgiving holiday, the Christmas shopping season begins in earnest with a mad rush to buy all those colorful presents we stash under our brightly decorated Christmas trees to surprise our family, friends and loved ones.

This holiday season, we once again challenge you to spend $100 locally.

Three years ago we began challenging our readers to spend $100 locally during the holiday season. With our still sagging economy it’s worth making the challenge again for one reason: a number of you have taken it to heart — and it has helped.

Merchants repeatedly have told us it is very common for shoppers to tell them they were participating in the challenge to help bolster our local economy.

So here it is again: If each of our newspaper readers spends $100 shopping at home this holiday season, it would pump more than $2 million into Lasen County’s economy, based on a conservative average of just two readers per newspaper.

The $100 could take the form of gifts from your favorite stores. Thinking outside the traditional gift-giving box, how about the practicality of giving a gift certificate from one of the many restaurants, beauty salons, massage therapists, auto detailers, gyms, golf courses and other service providers throughout the county?

It doesn’t have to be just presents. You could always spend the money on something more personal. Whether it is getting your nails done for a special party, dinner out or tanking up for a trip to visit family, there are literally hundreds of ways to spend $100 in Susanville and Lassen County this holiday season — we challenge you to find the ways that best fit your needs and lifestyle.

Money spent locally has these benefits, to name a few:

Funds re-circulate — Significantly more money re-circulates in our community when purchases are made locally because these businesses frequently purchase from other local businesses, service providers and farms. Purchasing locally helps grow other businesses, as well as our community’s tax base.

New jobs — Most new jobs are provided by local businesses. Small local businesses are collectively the largest employer nationally.

Community investment — Local businesses are owned and/or managed by people who live in this community. They are less likely to leave and are more invested in the community’s future. They are generous when it comes to supporting local school programs, little league and all the other organizations that make Lassen County such a great place to live and raise a family.

Customer service — Local businesses typically hire and train people to have more specific product expertise resulting in better customer service. Employees will go above and beyond when they are helping someone they consider a neighbor, not just another customer.

One-of-a-kind character — A growing body of economic research shows in an increasingly homogenized world, entrepreneurs and skilled workers are more likely to invest and settle in communities that preserve their one-of-a-kind businesses and distinctive character.

Remember, shopping locally and spending $100 could be the best Christmas present for not only those on your list, but for everyone in Lassen County as well.

Think local first.