Axminster Chamber of Commerce has mounted a series of initiatives designed to persuade people to do their Christmas shopping locally wherever they can. 

Its drive comes at a time when traders across the town are reporting a worrying decline in the early festive spend as households struggle with the challenges posed by the cost of living crisis, higher mortgage rates and continuing high inflation. 

“Whilst it is inevitable that people are having to reduce their Christmas spend, our hope is that they will still feel able to prioritise their local spend over what they buy online,” says Chamber chair Jane Rockett from Axminster Printing

The Chamber’s strategy is not just to deliver the ‘shop local’ message but to do what it can to make the festive shopping experience enjoyable. Working with the Community Waffle House, it is therefore organising two live ‘Merry Axmas’ music sessions in Trinity Square between 11am and 3pm on Saturdays 9 and 16 December.  

Performers lined up for 9 December are Tipsy Swing, Back Pocket, Ida Spellar-Nolemo and Dusty Brown. On 16 December, the stage will be taken by Matt Lovett, Mark Foxhall, Red Stitches and Clive Smith & his Arcadia Jazz Band. 

Also lined up for 9 September is the launch of the much anticipated model of the famous old Axminster to Lyme Regis railway which will occupy the windows of the former River Cottage in Trinity Square. The Mayor of Axminster, Coun. Jill Farrow, will switch a signal to ‘go’ at 6pm to set the railway rolling and it will remain there right through until Christmas and beyond. 

“The music and the railway are two added reasons for shopping in Axminster,” says Jane Rockett. “We do appreciate that it may not be possible to do the whole of your shop here but there is good value to be had and the long term benefits of supporting local businesses are significant.”

Meanwhile, through its Totally Locally Axminster campaign group, the Chamber has launched an Xmas Trail that has attracted nearly 40 participating traders. Shoppers collect loyalty stamps each time they spend £10 or more with a participating trader. They need six different stamps on their card to qualify for a pre-Christmas draw, with £50 and £30 voucher prizes.