SHOPKEEPERS in Alcester have cashed in on increased local support in the run-up to Christmas.

Andy Mills, chairman of the town's chamber of trade, said a series of high-profile events such as the St Nicholas Festival, had encouraged visitors to come in and local people to shop closer to home.

"Alcester has had quite a high profile recently and the results are quite encouraging," he said.

"At the St Nicholas night event, everyone was extremely pleased with the number of people in the town and the business they did during the evening.

"As well as that, some better quality shops have recently opened and they are beginning to attract a better profile of customer, which is to be encouraged."

A group of traders recently launched a campaign to encourage local people to support them.

It was spearheaded by Catherine Hughes, who opened Fine and Fancy, earlier this year, Linda Randall of Linda Rose and Nicola Amphlett of Alcester Flowers.

Mrs Randall said: "I think it's worked very well, although personally I have nothing to compare it with.

"I've been very busy and customers comment on the campaign and say they are taking it on board.

"I've done the same myself. Where I would have been looking to go out of town for my Christmas shopping I have thought again and done most of my shopping here."

Catherine Hughes also thought the message was getting home. She said: "Business has definitely picked up and there have been a lot more local people".

And Nicola Amphlett added: "Business is busy for us but we would expect it at this time of year. We have noticed a difference though, especially since the demonstration we did at the Town Hall. But people do seem more aware of Alcester because of events and the coverage in the paper, which keeps the town in people's minds."