A month before the daffodils, stickers are blooming in Cambridge.

''There has been this incredible domination of commerce by these chains," says Cambridge Local First organizer Laury Hammel, 57. ''Having a Starbucks or Dunkin' Donuts on every street in the world is not our view of a healthy or vibrant or livable economy or community."

About 75 stores and restaurants have joined Cambridge Local First since the middle of October, Hammel says. Basic membership is free.

But shoppers may be confused. Local First isn't the only new campaign trying to direct their dollars. Starting Wednesday, the Chamber of Commerce will launch its ''Shop Cambridge First" campaign, selling gift checks that can be redeemed at a variety of hotels, restaurants, and stores in Cambridge -- including Chamber member chains.

Kelly Thompson Clark, Chamber of Commerce president and CEO, says the Chamber's campaign will promote Cambridge businesses whether chain or independent, because, ''To me, if they're in Cambridge they're all locally owned."

Hammel, who disagrees that a Cambridge CVS, for instance, should be considered ''local," cofounded the national Business Alliance for Local Living Economies in 2001 after more than a decade of activity with a group that promotes environmentally friendly practices. He also oversees the Longfellow Clubs of Natick and Wayland, a racket and fitness facility.

Independent businesses offer better service and keep more money in the city -- 70 cents of every dollar compared with 30 for chains -- according to Hammel. But, he said, shopping local isn't just about money. It's about character.

''I'm devastated with Harvard Square turning into one big bank," says Local First member Mara Kustra, 30, owner of Inman Square's Boutique Fabulous. Peter Accardo, a Harvard employee for 20 years, misses ''true Cambridge haunts" like antiquarian bookstores. Hammel lives in Harvard Square, and calls it ''an example of what we're fighting against."

When asked about the two campaigns, Kustra said she likes what both groups are doing.

''Local First is kind of getting the word out, and the Chamber is actually taking action," she said.

Others disagree. Gerry Wolf, owner of the 1369 Coffeehouse, a Chamber of Commerce member and a major Local First organizer, says he won't be interested in the Chamber's program because it promotes chains. Like other members of the Cambridge Local First brigade, Wolf's stores hoist a flag for the independents by showing their field position to shoppers via a sticker. A Local First member must have at least 50 percent local ownership, base its national headquarters in Massachusetts, and control its own purchasing and advertising. Publicly held companies are barred, since they answer to outsiders. Cambridge Local First is allied with Boston's Responsible Business Association.

Some don't see results yet. Alan Nidle of the Zeitgeist Gallery art space thinks that Local First could be ''more proactive," and suggests that members support the ailing Brattle Theatre or buy affordable healthcare for their employees.

Hammel acknowledges that ''we could be doing more," but says the campaign is still starting up. Nationally, he says, 10 new Local First networks started last month.

''People feel so passionately about their communities," he said.

People like Ted Wong and Caroline O'Connor-Thomas, both shopping in member stores recently, said they appreciate the unique offerings of independents.

''You never know what you're going to see," Wong says.

Still, O'Connor-Thomas thinks she probably does only half her spending at independents. Chains like CVS and Target ''are cheaper, and they have everyday things you need," she says. Even the independents' biggest allies aren't absolute.

At the first Cambridge Local First meeting, one person brought coffee from Dunkin' Donuts.

Danielle Dreilinger can be reached at ciweek@globe.com.