Stores use 'shop local' events to boost Christmas trade

Independent retailers are hoping to lure shoppers away from computer screens and into stores this season via a flurry of local and national events.

Christmas 2015 is expected to be the biggest on record with Q4 spend forecast to grow by £2bn, according to Verdict Retail. However, a significant portion of those sales will be made over the internet, with online sales expected to rise by 12.4% on last year.

Dane and Hilary Vanstone of Holywell Stores in St Ann’s Chapel in Devon are hoping to increase spend and customer loyalty with a Turkey Tasting event on 28 November. Local people are being invited to taste the store’s locally-sourced turkeys and other local products, all of which can be ordered for Christmas.

Last year the event resulted in more than 60 turkey orders and this year Hilary is hoping for more thanks to a herb mix giveaway.

“The event brings people together in a fun and memorable way, but it’s also practical as shoppers can place their Christmas orders. It saves them having to go to the supermarket or wait in for an online delivery,” Hilary said.

In Barns Green, West Sussex, David and Pippa Heritage are planning an in-store event. Shoppers who attend ‘The Big Turn On’ will be treated to a glass of mulled wine, mince pies and carols before the Christmas lights are switched on. They will also be able to pre-order turkeys, Christmas trees and vegetables.

Meanwhile, thanks to increased advertising and promotion, including a bus tour of 29 UK town and cities, the third national Small Business Saturday campaign is expected to be the best yet at driving customers into small local stores.

While the marketing event will focus on Saturday 5 December, the campaign “aims to have a lasting impact on small businesses by changing shoppers’ mind-sets so that people aim to support small businesses all year round,” national campaign director Michelle Ovens said.