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Local Gift Guide campaign to encourage residents to Shop Local this Christmas

November 2021Helen

Shoppers across the High Peak and Staffordshire Moorlands are being encouraged to take a trip to their local high street for their Christmas gifts this year, in a new initiative by the area’s respective councils.

Residents of the two boroughs will shortly find a copy of their Local Gift Guide on their doormat – a festive A5 booklet designed and edited by FIG – featuring a number of independent high street retailers across the local region that sell Christmas gifts.

High Peak Borough Council and Staffordshire Moorlands District Council wanted to encourage people within the area to choose to support their local high street during the Christmas period and shop locally for gifts and accessories wherever possible.

Christmas sales can account for between a third and nearly two-thirds of a retailer’s annual turnover¹, And with research showing that for every £1 spent with a small or medium-sized business 63p stays in the local economy, compared to 40p with a larger business², this shows just how important it is to support local retailers where possible.

The councils had conducted their own research into the regions independent retailers and taken nominations from employees for retailers who offer gifts, and FIG’s team contacted the shops to obtain details about their shop, any special offers for Christmas and supporting imagery to make the guide look appealing.

FIG’s design team have created two separate guides, one for the High Peak and one for Staffordshire Moorlands using the information that they had gathered from the retailers.

The social media content began in November and has been gaining traction with regular posts about the guides and the message to shop local. There will also be tailored posts about specific retailers which people are being encouraged to like and share.  With targeted hashtags, the team has seen a positive rise in page likes and followers, with page engagement increasing day by day as the audience grows.

The festive gift guides are now being printed and we can’t wait for them to be delivered to homes within the area very soon, although you can get a sneek preview of the guides here You will also start to see our artwork on the local buses telling people about the guide. We have learned so much about the exciting independent shops in our region and are keen to visit them so we’re sure it will encourage readers to explore their local high street and neighbouring towns to see the great products available when you #ShopLocal.

¹ Clare Rayner of Retail Champion

² https://www.theguardian.com/money/2013/dec/06/shop-locally-small-business-saturday-seven-reasons

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