Shoppers urged to shop local and bring festive cheer to our independent small businesses

Shoppers are being encouraged to support local shops this winter and help create a bumper festive season for the city’s independent small businesses.

A new Shop Local initiative has been launched by Brighton & Hove City Council as part of its commitment to support small businesses and boost the local economy.

Leading shopping destination

Launching the initiative, Deputy Council Leader Jacob Taylor said: “With its unique shopping areas and diverse mix of independent small businesses, Brighton & Hove is, quite rightly, recognised as one of the country’s leading shopping destinations – and we want it to stay that way.

“By shopping locally, residents are not only supporting local businesses but also helping to grow the local economy and increase sustainability, while reducing their own carbon footprint.”

Financial pressures

Cllr Mohammed Asaduzzaman, the council’s small business ambassador, said: “As a small business owner myself, I know how essential it is to have the support of local people—particularly during the winter months, when many independent traders face real financial pressures.

“Our local economy relies on residents choosing to spend locally, and that support can be the difference between a business surviving or closing its doors.

“Small business owners work incredibly hard to deliver the unique and vibrant shopping experience that draws people to our city.

“But this independence and creativity can only be sustained if we meet the needs of our local communities and ensure that small traders receive consistent support throughout the year. Local spending helps preserve not only local jobs, but the cultural character and community spirit that make Brighton & Hove distinctive.”

Keeping It Local

Research from Keeping It Local shows that for every £1 spent with a small business, 63p remains in the local economy—compared to just 40p for larger firms. This impact is even more significant when businesses meet local needs by sourcing goods and services from nearby suppliers, such as maintenance, cleaning, logistics and specialist trades.

Many small businesses are also run by local residents, meaning money continues to circulate within the community.

Small business support

The Shop Local campaign is the latest in a package of initiatives designed to support small businesses, respond to local economic needs and ensure Brighton & Hove’s independent sector continues to thrive.

They include:

The Business & Intellectual Property Centre (BIPC) - based in Jubilee Library, and offering free events, workshops and networking opportunities; one-to-one sessions with business experts and access to business databases and information

Small business surgeries - free bi-monthly one-to-one sessions with the council’s small business ambassador Cllr Mohammed Asaduzzaman. The next surgery will be held on 16 December at Jubilee Library with slots to book through Eventbrite.

Brighton & Hove Growth Hub - a digital service focused on scaling up city businesses and supporting them to grow, with free events, direct links with the council’s Economic Development team and access to expert advice in scaling and growing business.

In addition, the UK Government has launched the Business Growth Service (BGS) set up to support people starting a business; running and growing a business; selling overseas from the UK and investing and expanding in the UK. 

A more detailed leaflet on other organisations offering business support and useful contacts, is also available to download.