A video themed advent calendar is giving independent shops in Shrewsbury a boost this Christmas.
Videos lasting 30 seconds promoting businesses have been uploaded to a Christmas-themed website.
They lie behind the doors of an online advent calendar and show some of the gifts available at shops in the town centre.
The idea was brought to life by two Shrewsbury firms and all 24 days on the calendar were snapped up straight away by eager business owners.
Shrewsbury marketing agency Source teamed up with creative film-maker Aaron Childs, of Pontesbury, and his Painted Life Production Company, to help promote independent shops in the town.
Filmmaker Childs explained: “Each shop has a 30-second slot to very briefly showcase its own individual character, goods and services, which is shown on the website and then spread across the social media network by the shopkeepers and their customers alike.”
Ian Cornall, owner of Barkworths Seafoods which has a stall in Shrewsbury Market Hall, was another business keen to bag his spot on the calendar.
He said: “We got involved as we thought it was a great way to raise the profile of Shrewsbury to a wider audience.”
Lucy Hinds, owner of high quality shoe shop Ella Cru on Wyle Cop, said: “When Aaron approached me to take part, I thought it was a great idea.
“Local businesses should stick together more.
“We have wonderful independent shops in Shrewsbury and this sort of thing will reach so many people and hopefully bring them to Shrewsbury.”
Lucy’s Advent window was opening today and depicts her teenage Saturday girl Lily Finnegan, a student at Shrewsbury Sixth Form College, and a group of her friends modelling the high-end shoes.
“I see them tramping up and down the Cop past my shop several times each day, going between the two college sites and thought I really should use them for the advent calendar,” said Lucy.
Teresa Heath-Wareing, of Source, said: “This was seen as a fun and exciting idea to help raise awareness of the vast number of unique shops that we are very fortunate to have in the town and the positive feedback from both the shops and many of their customers has been simply amazing.
“Shops including Wysteria Lane, Write Here, Ella Cru, Barkworths, Appleyards, Brock and Snooty Fox have all received prominent exposure and have noted an immediate benefit by recording a significant increase in sales in the run-up to Christmas.”