Now is the season of thanks and of thanks giving. It is also the season that kicks off gift giving, although anyone who has visited a mall or department store in the past six weeks has already been pummeled with jingling bells, fake Santas, and exhortations to buy, buy, buy. Drive here, or drive there to shop here, or shop there. Use the Internet, the phone, or page through that glossy catalog to make sure everyone gets exactly what everyone else in the USA wants. Or, give yourself the gift of time and Shop Small.

Shop Small, or Small Business Saturday, is an initiative begun in 2010 by American Express to promote local shopping opportunities, particularly on the Saturday following Thanksgiving. Sandwiched between Black Friday and Cyber Monday, this Small Business Saturday is seen as a positive by towns across the nation, including Newtown.

“Buy Local First” is the campaign of the Economic Development Commission in Newtown, urging residents to shop “The Newtown Way,” giving business to Newtown and Sandy Hook shops and shopkeepers on November 29 and all through the year. It is here, in the heart of Sandy Hook Village and the center of Newtown, the outskirts of Botsford and the edges of Hawleyville and Dodgingtown, that some of the best gifts can be found. (See pages B4-6 this week.) And, Economic Development Coordinator Betsy Paynter has reminded us, gifts can be purchased locally at prices to rival those in big box or mall stores, or even online.

Newtown galleries, toy stores, and gift stores boast inventories that spark the imagination and allow you to give a more personal gift than one that might be purchased at a mall kiosk or online shopping. One-of-a-kind art objects, clothing that is not mass produced, and handcrafted items and foods are just a few of the holiday gifts for the people on your list.

Think outside the usual parameters, too. Don’t overlook our local hardware store and auto parts supplier. Not everyone wants scented hand lotion or a Vera Bradley bag. Novel items that stuff the stocking pop up in the most unexpected places when you shop The Newtown Way.

Well-informed staff at local wine and spirits shops are happy to recommend something special for the connoisseur on your list. A specialty food basket is an option for the boss or top employee, and our town has stores ready to fulfill that wish. Drop in to any of our gyms, yoga centers, or day spas for the gift of health. A membership might be just the thing for someone you know.

Shopping locally is more than a personal benefit. It benefits your friends and neighbors who own businesses here, and a robust economy attracts homebuyers and keeps those businesses in town. This Saturday, November 29, we encourage you to get out of the long lines, avoid surly crowds and frustrated clerks, and celebrate the true spirit of the season. Buy Local First. It’s The Newtown Way.