The British Independent Retailers Association (Bira) is calling on communities to support their local shops during the key Mother's Day trading period, as part of a year-long initiative to make shopping local an instinctive choice for consumers.
Following the Valentine's Day campaign in February, Bira is running themed campaigns throughout 2026 tied to recognisable events including Easter, Father's Day and Black Friday. The aim is to ensure that when consumers think about gifts or seasonal spending, they instinctively check their local shop first.
All campaigns will culminate in Love Your High Street Week, taking place from 9 to 15 November, which will include the annual awards celebrating outstanding independent retailers.
"We're passionate about championing independent businesses and vibrant high streets," said Bira CEO Andrew Goodacre. "By running campaigns throughout the year during key trading periods, we're embedding the message that shopping local should be the natural first choice.
"Mother's Day is a perfect opportunity for shoppers to discover the unique gifts and personal service that independent retailers offer. These businesses bring character and creativity to our towns, but they need our support to thrive."
Bira is providing free marketing assets to help businesses promote their participation in the Mother's Day campaign, with downloadable resources available at https://bira.co.uk/campaigns/lyhs/. Shoppers are encouraged to share their local finds using the #LoveYourHighStreet hashtag.
Mr Goodacre added: "By choosing to shop locally during Mother's Day and throughout the year, we can keep our high streets buzzing with life, create a stronger local economy and ensure small businesses continue to flourish."