Bira launches Valentine's Day window display competition for retailers

Independent retailers across the UK are being encouraged to get creative this Valentine’s Day as part of a nationwide campaign designed to drive footfall and inspire shoppers to support their local high streets.

The initiative, led by the British Independent Retailers Association (Bira), calls on communities to shop small on 14 February, celebrating the character, creativity and personal service that independent retailers bring to town centres.

As part of the campaign, Bira is running a Valentine’s-themed window display competition, inviting retailers to showcase their best festive merchandising for the chance to win prizes, including a year’s free Bira membership. The competition is open to all retailers, whether Bira members or not.

To enter, businesses are asked to share photos of their Valentine’s displays on social media using the hashtag #LoveYourHighStreet between 2 and 11 February. Members of the public will then vote for their favourite displays from 12 to 15 February, with winners announced on 16 February.

First prize is a year’s free Bira membership, while second and third place will each receive 50 per cent off a year’s membership.

Andrew Goodacre, CEO of Bira, said Valentine’s Day offers a timely opportunity for communities to show appreciation for local shops.

“Valentine’s Day is a perfect opportunity for communities to show their appreciation for the independent businesses that make our high streets special. Independents bring character and personal service to our towns, but they need our support to thrive,” he said.

“By choosing to shop locally on Valentine’s Day, we can keep our high streets buzzing with life, create a stronger local economy and ensure small businesses continue to flourish. We’re also excited to see the creative window displays our retailers come up with for the competition.”

The Valentine’s activity forms part of Bira’s wider Love Your High Street (LYHS) initiative, launched in 2023 to spotlight independent businesses throughout the year. Bira also plans to run its High Street Week and awards later in 2026.

To help retailers and shoppers get involved, Bira is providing free downloadable marketing assets via its campaign page.

Goodacre added: “Our high streets are the heart and soul of communities across the UK. This Valentine’s Day, we’re encouraging everyone to celebrate their local businesses by shopping small and showing appreciation for the independent spirit that makes each high street unique.”