West Sacramento launched a "Shop Local" program Friday to encourage people living and working in the city to rethink their spending habits.

For years, residents had to cross the river into Sacramento for a lot of their shopping because there were so few choices closer to home. But many new businesses, including large national retailers and new restaurants, have sprouted up in the last five years.

During the recession, dining and buying goods and services locally is a "critical" way to support the community, West Sacramento Mayor Christopher Cabaldon said during a press conference. He joined other city and business leaders outside the Nugget Market in Southport Town Center to announce the publicity campaign.

The campaign is sponsored by the city and the West Sacramento Chamber of Commerce, which are working on a website that will list local businesses.

Shopping locally keeps sales tax revenue in town to maintain city services like the police and fire departments. That also sustains businesses, which are the city's major employers, he said.

"West Sacramento, like the rest of the country and the rest of the planet, has been going through some tough times," he said.

The city's sales tax revenue had been growing steadily every year. Over the last year, that funding has stayed flat, Cabaldon said.

The city has seen new investment in both small, neighborhood retail businesses and big, regional retail.

RiverPoint Marketplace, anchored by the Sacramento region's only Ikea store, became West Sacramento's largest shopping center and sales tax revenue generator upon opening in 2006. RiverPoint visitors can also shop at national stores like Lowe's, The Home Depot and Walmart.

In 2004, an upscale Nugget Market opened at Southport, which now also holds a Target, Blockbuster and Starbucks.

Business leader Eric Flick, who owns Grocery Outlet at 845 Harbor Blvd. with his wife Shannon, said the campaign was started to challenge long-time shopping patterns established when residents had far fewer choices.

Some residents don't seem to know about all the options that are closer to home or the ways that businesses like his have evolved to meet people's needs in recent years, said Flick, a chamber board member and chairman for the Shop Local committee.

"We want to make sure residents know about us and come check us out to see the bargains we have every day," said Flick, who owns several other Grocery Outlets in the region. "They don't have to go across the river to WinCo to save money on groceries."

His store employs 30 people, and 90 percent of them live in town. People who shop locally are helping their neighbors, who own homes, pay property taxes and send their kids to school in town, he said.

"We're in a competitive environment. Consumers do have a lot of choices," he said. "If you can stay local, please choose that option."

Suzanne Hurt is a staff reporter for The Sacramento Press.