Launch of “Enjoy an Independent Easter

Clare Rayner, The Retail Champion and founder of the “Support for Independent Retail” campaign, has announced the launch of a new event – “Enjoy an Independent Easter”. Building on the success of the recent “Celebrate an Independent Christmas” activities, which saw over 50 UK towns running “Christmas Shopping Crawls”, retailers are again encouraged to work collaboratively in their community, and with the support of “Local Activation Partners”, to create “Indie Easter Egg Hunts”.

The Indie Easter event, which anticipates up to 100 UK areas running “Easter Egg Hunts” (www.indieeaster.co.uk/easter-egg-hunt), follows the success of the Independent Christmas events, and Independent Retailer Month. A very much family-focused activity, the consumer-facing aspect of the campaign runs for 1 week before and 2 weeks after Easter 2013, from Saturday 23rd March to Sunday 14th April, capturing the vast majority of the UK school holiday period. The campaign focuses entirely on increasing footfall, consumer contact and therefore increasing sales in local retail centres – villages, towns or cities. The “Easter Egg Hunts” require shoppers to visit a number of participating the independent outlets (shops, cafés, salons etc.) on their “hunt map” to collect an “egg” (a sticker). When the required number of eggs have been collected the shopper receives a real chocolate egg and a certificate to congratulate them – a great reward for children, and a great way to encourage more families to explore the independent traders in their area.

The FSB published research, in partnership with CLES, that states that for every £1 spent locally, between 50p and 70p circulates back into the local economy. For that same £1 spent online or out of town, only 5p would make its way back to the local economy. We aim to help people in communities appreciate the value that they can add to their local economy if they make the decision to spend locally a little more often.

The Support for Independent retail campaign events address the very real and serious issue of lack of footfall to our high streets and can have a very positive social and economic impact. By creating a sense of fun, and a community spirit, retailers who participate in an Indie Easter Egg Hunt have the opportunity to engage new customers, and in particular families, from their local area.

Rayner said “The Easter holidays are a great time for independent businesses to create some fun, family activities to boost their footfall. By working collaboratively they can create a real buzz in their area, attracting new customers, increasing awareness of their existence. Retailers can’t afford to sit and wait for customers any more, those who don’t recognise that they need to invest time, effort and energy into re-engaging disenchanted consumers will fail. Consumers have fallen out of love with the UK’s high streets, and retailers need to give them a good reason to come back. Step 1 is to create a good reason, that’s where the campaign activities come in. Step 2 is for the businesses themselves to really showcase what the consumers have been missing out on! The Indie Easter Egg Hunts, if well implemented, can deliver exactly that.”

To find out more about the Support for Independent Retail campaign visit www.independentretail.co.uk.  To find out about the Independent Easter activities see www.IndieEaster.co.uk. You can also follow the campaign on twitter via @IndieRetailUK.

 

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