Small Business Saturday attracted more shoppers into Grantham, with The George Centre reporting a 7.3 per cent increase in footfall.
The event, organised by South Kesteven District Council, featured a food and drink fair in the shopping centre, with exhibitors including Oldershaw Brewery, The Savvy Sausage Company, artisan bread makers and a chocolatier.
Oldershaw’s Kathy Britton said: “Events like this are very important in raising awareness and without local customer support we wouldn’t be where we are.”
Councillor Frances Cartwright, portfolio holder for grow the economy, said the council is committed to helping small business grow. She added: “Staging a day like the food and drink fair is essential to give producers a shop window and get them in front of the public. It follows our Shop Local theme where we constantly encourage people to support local retailers.”
Entertainment during the day came in the form of a Father Christmas on stilts and performers playing jazz and guitar music.
Meanwhile, winner of a cake competition was Michelle England, whose bed-shaped creation with fruit cake filling wowed a panel of judges. Among them were Grantham MP Nick Boles and Grantham College hospitality and catering tutor Tracie West, who called Michelle’s cake “cute and fun”.
Mr Boles took the opportunity to praise SKDC’s efforts to celebrate Small Business Saturday, saying: “I think it’s great that the council is doing so much to support them and it’s great there are so many businesses opening up now taking on empty shops and bringing people into the town centre. We want them to be busy and full of people full of Christmas cheer.
“It’s been a really great day. I just think everyone feels better about life when they can see their town thriving.”