Toy indies egg-cited by Easter campaign

56 towns to tackle declining footfall by running Easter egg hunts.
Publish date:

Independent retailers have backed an Easter campaign that aims to drive customers into local stores.

The ‘Enjoy an Independent Easter’ activities are taking place in 56 towns and 1,100 retailers across the UK, with store Easter egg hunts and more planned.

The initiative – which runs from March 23rd to April 14th – is organised by the Support for Independent Retail campaign, the British Independent Retailers Association and various indies.

Helen Gourley, Toy Hub owner and activation partner for Dunblane, told ToyNews: “The idea is various stores sign up to it and you do an Easter egg treasure hunt in the town centre. A map is produced with stores taking part, then people have to visit each shop to get a sticker with an egg on it. They have to complete the entire hunt to receive a certificate. 

“It’s so low cost and easy, it’s a fantastic way to get more footfall from customers. It's so much easier if we all work together.”

Toy Hub was also part of a Christmas event with live reindeer in the High Street and various activities.

The Easter event is the brain-child of Clare Rayner, The Retail Champion. 

She said: "It’s no secret that UK retailers, and particularly the smaller, independent businesses, need all the help they can get. Research produced by our official supporter, Bira (British Independent Retailers Association), and one of our sponsors (O2 Priority Moments) showed that some 16 per cent of all independent retailers fear they will not survive 2013 if things don’t improve. 

"It’s simple, effective activities, such as the Easter egg hunt, that can really help to start the process of changing consumer habits, reminding people that they stand to lose all the fantastic shops in their area if they never visit them and never spend with them."

Wellingborough indie When I Was A Kid has also signed up to the campaign. 

“It’s a great idea,” commented store owner Paul Warner.

“But while we support the campaign, I think there’s a quantum leap between people who want to support indie retailers, and those who will actually support us. 

“It can only really happen when you have a number of indies in a short distance that are all behind the campaign.”

Cuthberts Toys also takes part in indie Easter egg activities.

“We have historically run an Easter egg hunt in Letchworth and we are happy to run it across all three stores,” owner Kirit Patel explained to ToyNews. 

“Anything that draws attention to the High Street and indie retailers is good value.”

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