This holiday season, the best gift might be a basket of local cheese, crackers and wine. Or it might be clothing celebrating all that is good in Madison. You might find a book by a favorite author, an ornament of the State Capitol or a handmade item that can't be replicated. In any case, holiday shopping is in full swing, and local businesses are hoping to lure shoppers away from chain stores, and into the doors of small businesses.
It's part of a national campaign called "Shift your Shopping." Organizers point to research that shows that every dollar spent locally multiplies its impact. Local businesses give back to the community at a rate almost three times that of larger chain stores. The money multiplies in job creation, support of other area
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