A new campaign called 'Celebrate an Independent Christmas' is taking the country's independent retail community by storm.
Launched by the same group who spearheaded 'Independent Retailer Month' in July, the scheme is all about driving footfall into independent stores over the lucrative festive season. It involves en masse 'Shopping Crawls' where people are given a map of independent businesses and are entered into a prize draw once they have visited each store.

Clare Raynor, the retail expert behind the scheme and Independent Retailer Month, spoke to DIY Week about the initiative. "The idea came to me whilst in the midst of Independent Retailer Month... It was the fact we had so much momentum and positivity - I didn't want that to wane away with a whole year before the next event.

"I had noticed some of the initiatives that had been successful for Independent Retailers in the USA - 'cash mobs' and 'shopping events' - so I was pondering how that could be adapted to the UK. One of the towns taking part in Independent Retailer Month was Banbury, they were doing a sort of 'shopping crawl' (spend a certain amount during July in any of the independent stores and get a prize) and so with all these thoughts coming together the idea of a 'Christmas Shopping Crawl' was born."

Retailers who want to get involved simply have to agree to take part in a local shopping crawl, though some have gone a step further by donating prizes or contributions to the prize fund for crawlers. They can also make use of 'Celebrate...' posters and thank you cards to attract more consumers.

And even those retailers who are not typical Christmas destination stores can get involved. "We are encouraging those who are in a crawl but perhaps not typical shops where consumers spend at Christmas to still make a point of engaging the customer," added Ms Raynor. "Perhaps give them special offers to bring them back in the new year."

More than 50 towns across the country are taking part in the scheme - and those retailers who are yet to sign up can take a look at whether their local area has been earmarked for a shopping crawl by visiting indiechristmas.co.uk.

Meanwhile, the Independent Retailers team are already looking ahead to the next big date on the calendar. "As of 15th November we started to plan ahead and are considering an Indie Easter Egg hunt during the two weeks either side of Easter," said Clare Raynor, "which of course would also coincide with the seasonal peak for DIY, home improvement and gardening retailers!"