INDEPENDENTS' Weekend is in full swing in Gloucester with many customers already taking advantage of the deals on offer.
Retailers are also reporting a rise in footfall in the city centre during the celebration of local businesses as shoppers with Resident's Cards enjoy the various discounts.
The Independents' Weekend celebrations continue today and tomorrow with 50 retailers in the city centre involved. It kicked off yesterday.
It is the third year Marketing Gloucester and the city council's economic development department have organised the event to coincide with the US Independence Day celebrations on July 4.
Shoppers are encouraged to look out for pink Believe in Gloucester posters when searching for shops running special offers.
Among the eye-catching deals on offer is 10 per cent off non-prisoner art at Art Behind Bars, a 10 per cent discount on silver jewellery at Alexanders Jewellers and a 15 per cent reduction on toasties from On Toast.
Jason Smith, chief executive officer of Marketing Gloucester, said: "We have been delighted with how Independents' Weekend is going this year. It has exceeded all our expectations.
"The number of businesses getting involved is at a much higher level than previous years and it's definitely something that we will repeat. We've been particularly pleased that so many people have come into the city to support our independent traders."
Gloucester Independents' Weekend is part of the Believe in Gloucester campaign which works with residents, businesses, and community groups to build confidence in the city.
Shoppers with a Gloucester Resident's Card, available to anyone who lives or works at a GL post code, are able to take advantage of the offers.
Morgan Padfield, manager of Footsteps Counselling in Westgate Street, said: "It's important to support independent traders because they bring people to the area and offer a friendlier service than big businesses."
Nick Brooks, owner of the Knobbly Cobb in Westgate Street, said: "Supporting independent traders in Gloucester is a great thing to do because it keeps more money in the local economy."
Kate Lankester, manager of The Trinket Box, said: "Independent retailers offer a better service and know products better, so it's important to support them."
