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For example, a “cash mob” is being urged to convene at noon on Saturday at Gem Spa, a venerable East Village shop that sells, among other things, old-fashioned egg creams.

For example, during the 2012 Summer Olympics in London, Means of Exchange used social media to deploy its first “cash mob,” a group of people who agree to each spend a small amount of money at a local business on a given day.

A cash mob hits a small business in San Antonio.

It is an incremental approach, one that was on display one recent Friday at a “cash mob,” when members of We Are Lawrence encouraged residents to buy something at a family-owned hardware store called Bruckmann’s.

“It’s going to create conscience, little by little,” Ana Medina, a school administrator who is part of We Are Lawrence, said of the cash mob and efforts like it.