Independent Christmas


With


independent retail seen by many as the lifeblood of any retail


location, Clare Raynor sets about bringing Christmas to the heart of the high street..


What


is an ‘Independent Christmas?’


The Independent Christmas campaign will run for the six weeks prior to Christmas day, beginning on 12th November 2012. It will focus on engaging local independent businesses ­ those who serve consumers ­ to


create “Christmas Shopping Crawls”, which will be fun AND which will have a positive social and economic impact in their locale. The campaign is a nationwide effort to improve footfall to our high streets, towns and village centres to increase consumer confidence and to boost retail sales. Local activation partners such as Town Centre Managers and Town Teams will help retailers and consumer­facing businesses to deliver the Christmas Shopping Crawls. The campaign will be supported by a wide range of business organisations, and aims to reach consumers with the support of local press, media, councils and the retailers themselves.


Do smaller independents rely on


Christmas sales in the same way as larger stores?


Yes, definitely. For many smaller retailers, particularly those who specialise in gift categories, Christmas is hugely


important with 30%+ of their annual sales coming through in the six weeks prior to Christmas.


How is the Independent Christmas campaign going to encourage


customers to seek out an independent Christmas shopping experience?


The message to consumers from the campaign will be that buying from independents typically guarantees them a more


unique, personal experience. It will highlight that if consumers are looking for a bit of indulgence at this celebratory time of year, and if


they are seeking more unusual gifts, unique outfits, delicious treats or special social occasions they should explore their local independents. We will spread the word through the retailers themselves as well as through the network of local activation partners and our own PR campaign. We will encourage consumers to spend a proportion of their Christmas budgets ­ be that on gift and food shopping, partying or pampering ­ with local, independent businesses. The campaign will be inclusive of all those who serve consumers – so bars, restaurants and salons will be involved in the action as well as traditional shops.


44 www.a1retailmagazine.com


Indie


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