The 3/50 Project encourages consumers to spend $50 a month at locally owned businesses, and it's an idea that's caught on with some Hawai'i businesses and thousands more worldwide.

The idea behind the nationwide 3/50 Project is pretty simple: Think of three independently owned businesses that you'd miss if they were gone, and spend $50 a month there. So, that's $50 spent across all three stores, though the retailers would be happy if folks spent more.

The support materials for those who sign up with the project put it this way: "Pick 3, spend 50. Save your local economy." The organization counts more than 8,500 businesses signed up across the nation and globe.

Nalani McLaughlin Holliday — owner/creator of the boutique Red Pineapple — was one of the first businesses in Honolulu to sign up.

For the past four years, Holliday has run a shop at Ward Centre that specializes in eclectic gifts of various shapes, sizes and practicalities. Her slogan: "Inspiring the art of giving."

After 10 years creating and selling — Auntie Nalani's Cookies — Holliday turned to retail as her self-confessed dream job. "I get to shop for other people for a living."

Cinda Baxter, a retail consultant who runs a boutique in Minneapolis, started the movement last year.

She estimates that if half the employed population of the nation spent $50 each month in locally owned stores, it would generate more than $42.6 billion in revenue.

On her Web site, Baxter explains that the concept doesn't mean never stepping into another national chain, but considering a balance of purchases.

"Maybe that means rethinking where you currently invest your money, opting to pick up that birthday card or pair of jeans in a locally owned business instead of the big box you've been going to," Baxter wrote.

"Or maybe it means eating out once a month because you realize slamming the brakes on all spending stalls economic recovery," she said.

At Kahala Mall, clothing boutique Shasa Emporium signed on several months ago, according to buyer/operations manager Natalie Lukashevsky.

She said the move is another way of showing people how to support local businesses in their everyday lives, something that hits home to her as she competes with a big store such as Nordstrom or Macy's.

"It's not the best climate to have a little store like us. Obviously, we're a dying breed," Lukashevsky said. "We want to incite people to shop local."

She said people who ask about the 3/50 symbol in the store on on the Web like the idea of making a contribution.

"It's something we promote in the store," she said.

For both stores, the 3/50 concept offers a chance to show people that their purchases support local businesses. In turn, both try to support locally produced items.

Holliday carries Hawai'i-made jams, jellies, coffee, chocolates as well as a variety of locally made items that you didn't know you needed until you saw them on her crowded shelf.

But she also carries a lot of Dean & Deluca gourmet items, many of Oprah's favorite products, some over-the-top glamorous aprons ala Desperate Housewives, teas, reusable bags you'd actually like to carry, that fashionably useful Built line of lunch and laptop carriers and a lot of fun stuff of varying prices.

At Shasa Emporium, Lukashevsky said it means a mix of popular brands such as Ella Moss, Susana Monaco and Paul Frank next to some Fighting Eel, ki-ele jewelry and Organik clothing.

"We always love to support local talent," Lukashevsky said.

Holliday thinks the concept may help draw people in — she knows of at least two occasions where Seattle residents recognized the logo on her door and told her they support the movement.

"I just thought it was the coolest idea," Holliday said. "It just makes so much sense."

Holliday said her customers wanted more than cookies, and she saw a chance to branch out into a gift-based business that is surviving despite the tough economy.

She tries to bring in a variety of gifts — "I only buy things that I really like." And although that's not in any business plan she's read, she found it's worked.

"I'm not really buying things because I think they'll turn a buck. I've gotten lucky. It seems to work."

Holliday has lived in Hawai'i for 11 years. "I am Hawaiian Irish; I grew up on Guam." She travels a lot for work and enjoys the challenge of finding the just-right gift for her customers.

And she said her job is made easier by her "really great supportive husband."

Holliday said if she sees something she likes in a catalog, she's more likely to ask the store if they can bring the item in and sell it to her here.

And that helps people understand that a little buying power can make a big difference.