As Independent Retailer Month enters its third week, retailers are being encouraged to recognise the benefits of collaboration on the high street.
The annual campaign, now in its fourth year, has seen hundreds of small businesses running events and activities to raise awareness of their local high street, with many working together to put new life into their communities.

Research by the Federation of Small Businesses has revealed the wider benefits of a thriving high street. It showed that for every £1 spent locally, 50p to 70p re-circulates back into the local community. If that £1 is spent out of town, the figure is just 5p.

Later opening hours is one way to boost trade, according to the British Retail Consortium. It says that between 2007 and 2013 high street footfall was down 26% during traditional hours but numbers grew between 5.00pm and 8.00pm.

Consumers are also now looking for leisure experiences, and independent retailers need to provide the same level of entertainment and social interaction that they would find in a shopping centre.

Says Clare Rayner, founder of the Support for Independent Retail campaign: "Other than opening later in the evenings or physically pushing people through the shop doors, independent retailers should collaborate to figure out ways to bring the excitement and enticement back to the high street.

"By working together to find fun, original ways to promote each other, local independent retailers can engage the public's interest and help them to understand the benefits of shopping locally."

She continues: "Collaborative events can go a long way to bringing a community together and increasing footfall on the high street. Although some customers may get involved in the events and activities for July only, many more will remember the experience and find themselves shopping in their local stores again in the future.

"Consumers need to be reminded of the advantages of shopping locally, and how those advantages benefit not only the smaller businesses and boutique shops, but the local economy as a whole.

"By offering unique shopping experiences and a range of high-quality products, independent businesses already have the upper hand on shopping centres and out-of-town retailers - it's about time we joined forces to make sure that consumers recognise that too!"

Initiatives running as part of this year's Independent Retailer Month include extra sale discounts, loyalty card schemes, the chance to collect stamps from participating businesses in order to win prizes, and an Independent Shopping Trail with certificates and sweets for the kids and a chance to win dinner in the town.