STAY loyal to your high street and shop local this Christmas – that’s the message behind our new festive campaign, launched today.

With millions of pounds set to be spent on Christmas presents and food, the East Anglian Daily Times is calling on people to look towards their home towns and village stores during the busy festive season.

Tireless rural champion Lady Caroline Cranbrook has urged shoppers to stick to their local high streets and independent traders over the next few weeks and not only pick up some unique items but a few bargains too.

Lady Cranbrook is particularly passionate about the quality of food and drink being produced in Suffolk and Essex that can be found on the shelves of farm shops and independent stores across the region.

She said: “You can find wonderful bargains in the independent shops and a far greater variety of things than you will ever find in the supermarkets.”

And Lady Cranbrook said she was also proud of the region’s fine craftsmen and women and said shoppers should forget about queuing in supermarkets and spend their time hunting out gems from independent retailers.

She added: “For instance, in Halesworth there is a nationally-famous toy shop – it’s a treasure trove.

“Supermarkets will be selling the IT things but for interesting and affordable things, if you go to independent shops you will find things that children will like.

“It’s the same with pottery and crafts – you really can find something special in our independent shops.”

Fiona Wright, of Ipswich Central, an organisation that promotes the town and all it has to offer, said independent shops helped distinguish towns from one another and prevent them from becoming “clones”.

She said: “It’s hugely important to promote the independent retailers. They create a different experience for shoppers. We have the very best of many different sorts of retailers in Ipswich.”

Editorial comment – Page 34