Trends & Features

Sports shops urged to support ‘Celebrate an Independent Christmas’ campaign

Retail Champion Clare Rayner is calling for independent sports shops to support her new campaign to increase footfall to our high streets, improve consumer confidence and boost retail sales.

‘Celebrate an Independent Christmas’, a spin-off from last July’s Independent Retailer Month, wants to encourage retailers to work together with the support of ‘local activation partners’ to create ‘Christmas shopping crawls’.

Rayner says the campaign will be supported by a wide range of business organisations and aims to reach consumers with the support of local media, councils and the retailers themselves.

“The Independent Christmas campaign will run for the six weeks prior to Christmas Day from November 12,” explains Rayner.

“Consumers will be encouraged 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 as well as traditional shops.”

The message to consumers will be that buying from an independent typically guarantees a unique, more personal experience.

Rayner adds: “Christmas is the perfect opportunity to give independent businesses a real boost in sales; already many achieve over 30 per cent of their annual sales in the six weeks before Christmas.

“Increasing sales during what is already a peak period could make a significant difference to their bottom line.

“They have the opportunity to introduce new customers to their product ranges, give them a sample of their services or increase consumer awareness of their existence.

“The first step in re-engaging disenchanted consumers with the high street is to give them a good reason to visit. The next step is for the businesses trading there to showcase what they’ve been missing out on.

“Christmas shopping crawls, if well implemented, can deliver exactly that.”

For more information visit

Details of ‘activation events’ in London and Manchester, which provide advice on organising a local campaign, can be found on the site.

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