Last weekend 56 towns and more than with over 1,100 retailers across the UK launched the ‘Enjoy an Independent Easter’ campaign to encourage more shoppers, especially families, to visit their town and village centres and participate in ‘Indie Easter Egg Hunts’.
Through the campaign, which runs until Sunday April 14, groups of participating independent traders are listed on an Easter egg hunt map. Shoppers then visit these highlighted shops to collect ‘virtual eggs’ (little Easter egg-shaped stickers that are placed on their maps). Once all the eggs have been collected, the map is swapped for a real chocolate egg and a certificate of completion.
The event is the brainchild of Clare Rayner, founder of the ‘Support for Independent Retail’ campaign: a year-round source of advice, ideas and inspiration which aims to help independent retailers. The campaign receives no government funding and is reliant on sponsorship and goodwill.
“I’m over the moon that a campaign that has had no funding, and didn’t even exist in November, has engaged 56 towns with over 1100 retailers involved,” Clare said.
“The feedback from the local partners confirms that this campaign has already had a positive impact on independent businesses, increasing community engagement, footfall and sales.”
In 2013 the ‘Support for Independent Retail’ campaign is urging people to pledge to support independent retailers by diverting just 20% of what they spend elsewhere to their local, independent retailers.
The campaign includes three annual events: ‘Enjoy an Independent Easter’, ‘Independent Retailer Month’ and ‘Celebrate an Independent Christmas’.