INDEPENDENT retailers in Gloucester will be celebrated with three days of special offers this weekend.
The Independent's Weekend celebrations will feature 50 retailers in Gloucester city centre, and will promote alternatives to large chain stores.
It is the third year that Marketing Gloucester and the city council have organised the event to co-incide with the USA's Independence Day celebrations.
Shoppers are encouraged to look out for pink 'Believe in Gloucester' posters when searching to retailers running special offers.
Among the eye-catching deals on offer are a 10 per cent off food deal at Cafe Rene, 25 per cent off all diamond jewellery at Bowden's of Westgate and 20 per cent off services at Kara's Hair and Beauty.
Jason Smith, chief executive officer of Marketing Gloucester, said: "These retailers are putting fantastic offers on and it's important that people understand the value of supporting them.
"Research has shown that if you spend £1 in a local retailer, 70p of that will stay in the local economy, whereas only 5p will stay in the area when spent outside.
"There is an enormity of difference there and that shows how important it is to support independent stores."
Gloucester Independents Weekend is part of the Believe in Gloucester Campaign which works with residents, businesses, tourist attractions and community groups to build confidence in the city and foster civic pride.
Shoppers with a Gloucester residents card, available to anyone who lives and works at a GL postcode, will be able to take advantage of the offers.
Those without cards can apply for them on the day and immediately take advantage of the offers.
Chris Atine, general manager at Cafe Rene in Southgate Street, said: "Sometimes bigger companies have marketing machines behind them so automatically go there thinking they're going to get a bargain.
"But when you compare prices between the big chains and independent stores they are often more expensive.
"Big businesses do alot to bring people into the city but independent places have more character. If we don't support them they may fall by the wayside."
Nathalie Kent, owner of Beauty Box who are offering 20 per cent off services at their waxing and beauty boutique, said: "We took part last year and it was really good for trade. It's nice to be able to support smaller independent businesses.
"It's important that independent businesses help one another after the recession because we can offer a more intimate service than many big businesses."
Bryan Crosby, owner of Gloucester Framing Company, who are offering £20 off orders of more than £40 from their store on Commercial Road, said: "Independent shops offer a more flexible choice and a more personal service. Our staff are on first name terms with customers and they know they're getting a quality product."
