By Jack Criss
GJB Publisher

Some of you may recall the old commercial jingle advising people to “Look for the Union Label.” As we enter 2012, that iconic song’s lyrics might well be changed to “Look for the Made In The U.S.A. Label.”

In over 20 years of experience in business publishing, I don’t think I have ever seen as many American  and Metro-area consumers become more conscientious about how they exercise their purchasing power. Even in these uncertain economic times it would certainly seem to me that price is no longer the object it once was; origin of product—and all that entails—is taking more of a precedence. There certainly is a strong “buy local” contingent here in the Jackson area and I would imagine that such sentiment is equally as strong in other towns in Mississippi.

How many times have all of us succumbed to a purchase simply because of a lower price only to find out that the benefit of saving a few cents was short lived? The adage “You get what you pay for” is, in truth, a fairly accurate assessment of today’s product selection: clothing, toys, household items—you name it. If you take the pragmatic route and make a purchase decision based simply on saving a few dollars, chances are you’ll be buying the very same product in the not-too-distant future. Can anyone say “Wal-Mart?”

The fact of the matter is, without sounding xenophobic, most of the shoddily made products inundating American store’s shelves are manufactured in the big country that starts with the letter C. Cheap labor and cheap costs usually combine to form an equally cheap product.

In talking to friends, relatives, other fellow consumers and many of the local and national business people and manufacturers I work with on a regular basis, I am finding that people are fed up with shoddy products and are also disturbed about American job loss and the decline of Mississippi manufacturing. As our nation bleeds labor and manufacturing in the name of lower corporate expenses, many of us are ready to “take our country back,” as it were, especially if it benefits us as consumers and the nation as a whole. And, indeed, the facts bare out that purchasing products made here in our country does produce enormous benefits as does purchasing products from local shops and businesses.

The thinking these days in many consumers’ minds is running along the following lines: “Yes, I may sometimes pay slightly more for American-made goods and in my making my purchases in locally-owned stores. But, for my money, I get a product made locally and, usually, much better, that will last longer; my purchase supports communities and their families; and, I get a good feeling knowing that I am helping my country and city, making a difference with my money.”

Money is indeed power and every purchase equals a vote in today’s economic campaign. It’s gratifying to see that people are taking the time to better educate themselves about their shopping and spending habits and are thinking, not only about the product in front of them, but about the businesses, communities and people behind those products. Perhaps America will “win” the election as more and more citizens make themselves aware and actively start participating in the “Buy American” and “Buy Local” movements that are gaining such momentum today.

In my own spending habits, I make it a point to almost always dine at locally-owned establishments and, when I can, to shop as often as possible at locally-owned businesses.  In doing so, not only do I help out these businesses in the Metro area but I also get to know that owners and employees of theses businesses and, believe me, they take better care of my needs because they’re glad to see me. When it comes to shopping locally, familiarity breeds content.

(Publisher’s note: a slightly different version of this column will run on the www.americanstation.com website “Magazine” section).