2.7%  is the year-to-date decline in gross receipts taxes collected by the city of Santa Fe—a measure of local spending.

"We all must come together and revitalize business in Santa Fe. This can happen, but it will only happen when we all realize we are in this together."—Santa Fe Mayor David Coss last week

"Do your business around the country…Get down to Disney World in Florida. Take your families and enjoy life, the way we want it to be enjoyed. We all realize we are in this together."—George W Bush in 2000

Last week, Santa Fe Mayor David Coss announced the "Buy Into It" campaign, an umbrella promotion of local businesses.

The city's Economic Development Department has set aside $50,000 for the campaign, plus contributions from local businesses like HK Advertising and media outlets (including the Santa Fe Reporter).

How is this different from when W told everybody to go shopping after 9.11?

Kate Noble, the EDD's specialist leading the campaign, says the local focus sets this effort apart. "It's not just 'go shopping and feel good about it'—it's about really re-engaging, plugging in, going to a museum or a store you haven't been to in a long time, or the DeVargas mall or Sanbusco," Noble says.

The campaign also targets bulk buyers. "When you buy your printer paper or your toner or your hand soap or whatever it is, don't order over the internet and have it delivered, even if it is convenient," Noble says. "Communities used to be a lot more self-sufficient than they are now."

Indeed, a city-commissioned report by Angelou Economics found that the share of independently owned local retail stores declined 40 percent between 1999 and 2004. That's bad news because dollars spent at independently owned stores stay closer to the community.

A 2007 study of San Francisco retail found that even a 10 percent shift in spending from chain stores to independents would add another 1,300 new jobs in that city. The study also found that $1 million spent at local bookstores created 2.1 new jobs, while the same amount spent at chain and internet bookstores created only .4 new jobs.

"If it's a case of saving $1 by going to Amazon, please consider that the other $20 of your purchase will stay in Santa Fe [if you] go to your local record or bookstore," Chamber of Commerce President Simon Brackley says.

Aside from the ads and store discounts—listed at buyintoit.org—the campaign is offering two $250 prizes in a short essay and photo contest, also on the website.