A group of Sylva merchants have published a new marketing logo for Sylva and backed up with the marketing message of “Plant your $ where your roots are”. Local businesses have struggled for the past five years while the economy has languished in recession. However, numerous economic indicators are showing significant stock market gains, increases in building permits, and increases in home prices. Also, local retail sales are increasing, and Jackson County’s unemployment rate is dropping. With these improving conditions, local businesses are making a much stronger appeal to Jackson County residents to shop at their local retailers. Across the nation awareness has been rising of the value of supporting local businesses. One such movement called “Small Business Saturday”, is a grassroots effort to encourage buyers to visit their local retailers, instead of the big box stores, during the upcoming holiday shopping season. With their own take on the message, Sylva merchants are spreading the word to “Dig Sylva, Buy Local”.