Anyone signed up to Facebook will be familiar with the series of memes urging people to ‘shop local’ and support independent businesses or sole traders this Christmas. But while we may start the season with the best of buying intentions, come December 20, when not one gift has been bought let alone wrapped, there is nothing more tempting than to jump aboard the internet and watch those little brown boxes trundle down the drive. And what’s more – you haven’t even had to move more than a finger.
So easy; so accessible; yet so bad for all those businesses that rely on shoppers to stay afloat. According to a recent study by accountancy firm PwC, Britain lost 1,123 stores from its 500 top high streets in the first half of the year alone, equating to around 14 shops per day. But the retailers are not giving up without a fight, with bodies such as Experience Guildford at the forefront of the push.
“The growth of online purchasing has meant there has been a move away from traditional shopping, says Liv Pattullo, project manager at Experience Guildford. “But it’s our job to try and drive footfall into the town.”
Experience Guildford is just one of the UK’s Business Improvement Districts or BIDs - bodies established to represent both large and small retailers, food outlets and leisure providers in the company’s dealings with the local council and the public. A BID often provides marketing, advice and training for those traders who may not have the same corporate firepower as such high street giants as say, John Lewis of M&S. Experience Guildford represents more than 560 companies in the retail and leisure sector.
“Christmas is a crucial time for town centre businesses,” Liv says, “We have to create a point of difference. Encourage people in not only to shop, but to enjoy coffee in one of the many cafes, or maybe stay late and dine in one of the many restaurants.”
With this in mind, Experience Guildford is once again issuing its Little Book of Offers – a collection of vouchers giving would-be shoppers a variety of tempters including money off coupons, a complimentary glass of fizz or a free gift. The booklets will be handed out at key points around the town.
In addition, the council has agreed to allow free parking across its car parks on Thursdays after 4 pm in a bid to appeal to those in the market for some late night shopping.
But in today’s climate of Instagrammable images and Facebook, boasts (cheeky chai latte anyone?) is this likely to be enough? Our towns are now not only competing with the internet and US-styles malls but also with trips to European Christmas Markets where people can enjoy a more authentic festive experience made possible by airfares that start from as little as £30.
“It isn’t enough to just offer a good mix of shops now,” admits Liv. “People are looking for an experience. The Christmas Lights Switch-On is a big draw, but we do find people want that something more. Lots of shops offer that little extra – mulled wine, crafts – shoppers want to feel special and rewarded.”
“There is a lot going on and the atmosphere during the run up to Christmas is always fantastic,” says Liv. “Many of the independents are taking part in the ’12 Days of Christmas Treasure Trail’ which gets families involved as they try and spot things around the town. It means those taking part may go into shops they wouldn’t necessarily have thought of going in before. It’s all about encouraging people in.”
So along with those sleigh bells, let’s get those cash tills ringing this year and make the most of our high street. After all, as Liv says: “Where else can you stand at the top of the High Street and see rolling hills? A great Christmas present for us would be that businesses reported better results than last year. That’s what I’d really like.”
Guildford’s High Street was waiting to see whether it had scooped the 2018 Great British High Street Award. The thoroughfare had made it on to the shortlist of the national competition that is judged on four pillars of success: Community, Customer Experience, Environment and Digital Transformation. Good luck Guildford!
