Shoppers across the Vale of Glamorgan are being urged to "show love and shop local" as part of a major campaign aiming to stimulate local spending.

The Vale of Glamorgan Council is calling on people to head to their local town centres in Barry, Cowbridge, Penarth and Llantwit Major in a bid to support its independent businesses.

The council is making the call as it launches its Vale Town Centres 'Shop Local' campaign, which aims to aid high streets across the Vale which have seen trade seriously impacted in recent years.

Having survived the unprecedented challenges of the COVID19 pandemic, high streets in the Vale of Glamorgan continue to face difficult times due to both the changing shopping habits of consumers and the wider economic challenges faced by the country.

This comes after research from the council revealed that 94% of businesses said they were worried about the ongoing effect the cost of living/energy crisis is having on them.

In a bid to encourage people to support town centre businesses, the campaign will highlight the many positive reasons for people to 'shop local' and support local traders.

Its research shows that for every £5 a week spent in local independent businesses based within the Vale's four town centres, £26 million will be ploughed back into the local economy each year.

Cllr Bronwen Brooks, Deputy Leader and Cabinet Member for Sustainable Places is urging shoppers to support their local high streets at this challenging time, and added that "they need you now more than ever".

She said: "The last few years have had a devastating impact on our independent traders across the Vale's town centres. Not only have they faced the coronavirus pandemic, but they now are dealing with ongoing cost of living and energy crises.

"Independently run businesses are completely reliant on the support of local people in order to survive – without that our high streets will not flourish.

 "That's why we are launching our Vale Town Centres 'Shop Local' campaign and throwing our full support behind our vital independent traders.

"We'd encourage everyone to 'show love and shop local' to support businesses in Cowbridge, Barry, Penarth and Llantwit Major.

"Our research shows local people say they are keen to shop local and this must be translated into action on our high streets. Please show your support and think local, they need you now more than ever."

Alys Gwyneth, the owner of Stwff-Stuff, which is based in both Cowbridge and Llantwit Major, said: "Our town centres offer a wide and varied choice of retailers and by supporting small independent traders on your high street, not only are you supporting a local business, you are investing in your local community, making it a better place to live, work and visit; boosting your local economy, while creating and protecting local jobs; reducing your carbon footprint, which is better for the environment and your health; and, preserving the heart of your community, helping your local town centre to thrive.

Sue Guy, the co-owner of High Society, which is based in Llantwit Major, said: "Every small purchase, really does makes a big difference when you shop local, so we'd really welcome everyone's support."

To find out more about the Vale Town Centres campaign and how you can support your high street, visit @valetowncentres on social media and visit https://www.visitthevale.com/inspiration/show-love-shop-local