Austin @ Large: Austin Unchained

The Austin Independent Business Alliance is asking Central Texas consumers to forego chain-store shopping for one day -- Saturday, Nov. 15 -- in favor of local merchants. Why? Here's why:

Local consulting firm Civic Economics -- working with Liveable City, the AIBA, and BookPeople and Waterloo Records -- concluded late last year that the local economic impact of spending at local stores is more than three times greater than at chain stores. For every $100 spent at a Borders, Austin keeps $13. For every $100 spent at Book People or Waterloo, Austin keeps $45.

We don't really know how much of the local retail market is commanded by chain stores, but diverting even half of one day's sales from chain stores to local stores would mean a $7.2 million economic impact on Austin. If the chain share is larger (which it probably is), so is the impact -- up to $14.4 million.

$45 million: total retail sales expected for Nov. 15, based on figures from the equivalent Saturday a year ago

$20.25 million stays in the local economy if that money is spent in local stores.

$5.85 million stays in the local economy if that money is spent in chain stores.