ALL major works in Droitwich town centre are now complete with the High Street re-opening today (Friday, November 24) – while an initiative helping to promote Christmas trade is set to launch soon.

Traders were reassured earlier this month that the ongoing revamp work would be completed by December with the busy festive shopping period already underway.

Speaking to the Worcester News, Craig Bohannan, owner of Droitwich Cobblers, described the Christmas shopping season as “massive” for many of the independent traders on the high street.

Mr Bohannan said due to the works “footfall is definitely still down” and traders are “hoping things will pick up after everything’s done”.

“I think through December everyone will be hoping to make up for any losses, and pull things back,” he added.

Several of the town’s businesspeople have formed an initiative called Droitwich Means Business (DMB) to help promote the High Street re-opening from December 2 until Christmas.

Patrick Davis, spokesman for DMB, said: “We have lots of novel activity planned in and a fair amount of money to do this and all gathered from businesses and local organisations.

“This is local big business trying to help the small guys, as it were.”

Mr Davis said the full plan for the scheme will be revealed next week.

Severn Trent Water (STW) completed infrastructure work in June before Worcestershire County Council (WCC) began its £650,000-improvement work which was initially expected to keep the road closed until mid-October.

The county council is jointly funding the work with Wychavon District Council (WDC), which has seen the uneven road and pavement surfaces improved and a raised pedestrian crossing point installed.

Cllr Ken Pollock, WCC cabinet member for economy and infrastructure, said: “Improving the High Street was identified as a top priority by people responding to a public consultation exercise.

“We listened to businesses who were keen for us to retain vehicular access along the High Street in the new scheme and to shoppers who asked us to improve access for pedestrians and less mobile users."