The Christmas shopping season officially got underway in Ipswich last week with the big switch-on of the town's festive lights.
But with the economy crashing into recession and families worried about the cost of living, there are fears that this could be the most austere festive season for more than a decade.
Set against this grim background, town centre businesses are urging people to buy their Christmas goodies locally in a bid to support the heart of the town during this most difficult winter.
And with the announcement of the imminent closure of H&M - another major retailer turning its back on our high street - it is vital those shops that do remain get support from the thousands of Christmas shoppers.
There are a number of events planned in the town centre over the next few weeks to attract Christmas shoppers and their wallets.
Next weekend is the return of the Saints Christmas Fayre on Sunday, November 27, promising '35 stalls of festive delight' in St Peter's Street.
The independent shops in this part of the town centre have been one of the town's big success stories over the last two decades - but they now need public support like never before.
The following week shoppers can escape the hurly-burly of the stores for a few minutes and visit the Christmas Tree Festival at St Mary le Tower in the town centre which runs from December 1 to 7.
This is the biggest Christmas Tree Festival in the town and has become a major attraction for those looking to get into the Christmas spirit.
It will also be the backdrop for a special Christingle Service to mark the start of the Advent season at 5pm on Monday, December 5.
Vicar Rev Tom Mumford said: “We are so excited to throw open our doors for Trees at the Tower again this year.
"At a time of real challenge and anxiety for the nation, we hope people will experience the warmth of our welcome.
"And also something of the hope and joy Christmas brings - even in, like the first Christmas, the most difficult of times."
The money raised by the festival will be split between the church and Emmaus Suffolk, which is the charity supported by Ipswich mayor John Cook.
The following week there will be an ice rink set up on the Cornhill, giving people the chance to try their skating skills while out on a shopping trip.
These events are all part of Ipswich Central's efforts to attract more people into the town centre where they can see, feel and even smell their goods before they buy.
Chris Barnard from Ipswich Central said: "It was great to see so many people gathering in the town centre to watch the Christmas lights being switched on.
“The switch-on marks the first late-night shopping Thursday and the beginning of an exciting season of events planned in the town centre which include a free ice rink on the Cornhill, open from the 8th-15th of December, street performances, markets and choirs."
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