With Black Friday looming south of the border, local retailers are hoping Maritime shoppers will see only red, white and local and they’re using social media to get the message out.

Gillian Moore, known online as the ‘local traveler,’ is checking off her list at locally-owned stores.

She has even compiled a wish list of some of the Maritimes’ best kept gifts.

“When we're looking for gifts, we're looking for local producers and we're looking for small local shops so that we know our dollar is going back into the community and back to someone who also cares about our community,” says Moore.

It’s also a change in thinking that is showing up on Twitter – encouraging shoppers to buy something local and then tweet about it including #Shift10.

The buy local initiative is led by Halifax business owner Gordon Stevens.

He says the retail sector could double if shoppers simply shifted 10 per cent of their spending to local stores.

“There's $13 billion in consumer spending in Nova Scotia and by simply shifting 10 per cent of that, we can push $1.3 billion into the Nova Scotia economy,” says Stevens.

Every dollar makes a difference, according to shop owner Jolyn Swain. Money spent at her store means additional support for her family and staff.

“It's very personal at this time of year that we're here and open during the holidays and we're able to enjoy more parts of the holidays because people support us,” says Swain.

It’s something Moore is more than willing to invest in.

“When you're giving someone a locally-produced or locally-purchased gift, you've got a little bit more of a connection with it,” says Moore. “

It's something that came from your community or someone in your community and you can tell that story with the gift.”

With files from CTV Atlantic's Jill Chappell