In David Hess’ new book, ‘Localist Movements in a Global Economy: Sustainability, Justice, and Urban Development in the United States,’ the Rensselaer Polytechnic Institute professor, a widely acknowledged authority on the values and economics of public policy, sees the significance of the “buy local” movement in terms of revitalizing the economy and escaping “from the casino economy of financial speculation.”

Hess also is a constructive critic, laying out the arguments that create potential risks for advocates of localism. However, in countering those arguments, Hess also cites numerous studies which suggest “although goods are not always cheaper in the local sector, they are less expensive more often than the big-box advertising would have us believe.” And, as he moves further in his analysis, Hess makes quite clear that recirculating local dollars in the local economy generates significant benefits not just financially but also in terms of the spirit and welfare of the community in particular.

As the holiday retail season kicks into full gear this week, Local First Utah, for the fourth year, is mounting a smart campaign for its Buy Local First Week on two fronts: asking consumers to shift 10 percent of their holiday expense budget to locally-owned businesses and businesses to respond in kind with a 10 percent retail discount.

The “10 percent shopping shift” is the theme of this year’s campaign which starts Nov. 27 and runs through Dec. 6, according to Matt Monson, campaign organizer for Local First Utah, a non-profit organization with more than 2,100 participating Utah businesses.

The campaign certainly makes a good deal of sense. My take in November 2008 is essentially the same this year, 12 months further into the deepest recession in decades:

In some respects, local businesses can reap significant strategic opportunities from the recent economic downturn. Most healthy local businesses already do a good job at bottom-line marketing which emphasizes tight controls on operating expenses and maximizes gross profit margins. Most importantly, local businesses are solidly positioned at these times to continue offering exceptional customer service especially as consumers exercise far more rigorous, discriminatory judgment about the price-quality-value paradigm of the products and services they purchase. These elements can set the stage for local businesses strengthening their competitive advantages in their respective industries and markets during downturns.

And, certainly the holiday retail season is a good opportunity to practice this modest proposal. As Monson suggests, the aggregate effects would help create thousands of jobs in Utah, pump more than $2 billion in new economic activity for the state’s benefit, and provide a favorable backdrop for growing entrepreneurial ventures and supporting policies that encourage responsible commercial development in neighborhoods and advocate environmentally sustainable business practices.

Such campaigns have been gaining significant currency especially this year. Localists — including those engaged with the popular online 3/50 project — have increasingly been stressing the balancing aspect of these promotional campaigns by acknowledging that consumers should not stop shopping in chains, franchises, or big-box retailers but should consider redirecting the modest sum of $50 each month to locally owned independent businesses.

Proposals stressing incremental change do have approachable messages and the positioning makes sense.

At its website, Local First Utah has posted information and an online form to “Make The Local Gift Shift Pledge.” The campaign covers businesses throughout the entire state.