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Christmas and Hanukkah are usually times of great cheer — but when they occur in the midst of a deep recession, these delightful holidays take on a grim air for Brooklyn shoppers who don’t want to drastically slash the number of names on the their “Nice” list.

The instinct is to tighten the belt by going online in search of the deepest discounts on holiday presents. But that would be unfortunate. Internet shopping can often deliver better prices, but each click of the mouse undermines the fabric of our communities.

Several initiatives in the borough — most notably the Park Slope Chamber of Commerce’s “Buy in Brooklyn” campaign — are reminding holiday shoppers of the importance of making their purchases at a local merchant this holiday season.

The campaigns point out that of every $100 spent in a Mom-and-Pop store, $73 remains in the local economy (as compared to $43 spent in a chain store). And everyone knows that shopping locally encourages businesses to compete against each other, lowering prices and making businessowners responsive to local needs (as compared to chain stores, whose sales and strategies are dictated from corporate headquarters in a distant exurb).

But there is one other very important reason to shop locally this holiday season, even if it costs a few more pennies — and a little more of your precious time: There is no better way to ensure the stability and character of our neighborhoods.

One reason for the remarkable quality of life in Brooklyn is that our neighborhoods have not become generic mini-malls. Unlike Manhattan, where the shopping strips feature Starbucks, Eddie Bauer, Barnes and Noble, Banana Republic, and Duane Reade in an endlessly repeating cycle, Brooklyn’s superiority can be seen in its still-vibrant, still-unique — though increasingly challenged — offerings.

Whether it’s Park Slope’s Fifth and Seventh avenues, or Third and Fifth avenues in Bay Ridge, or 18th Avenue in Bensonhurst, or Myrtle Avenue in Fort Greene, or Vanderbilt Avenue in Prospect Heights, or Court and Smith streets in Carroll Gardens and Cobble Hill, to cite just a few, Brooklyn consumers get the best of both worlds: competitive prices and local color.

Many of the businesses in these neighborhoods are running special promotions this holiday season. But Brooklyn shoppers shouldn’t merely buy locally because there’ll be bargains this month. They should do so for the most selfish of reasons: the desire to maintain their own quality of life in vibrant and strong neighborhoods.

©2008 Community Newspaper Group