Saffron Walden BID (Business Improvement District) has launched a campaign encouraging shoppers to support the town's businesses this Christmas.
The 'Spend it Local this Christmas' campaign is asking residents and visitors to stop and think whether they can buy something locally before buying it online.
Participating shops and businesses in the town centre will display a counter card with a QR code that customers can scan on their phones.
By scanning the code, shoppers will be able to enter a prize draw for a chance to win a Christmas hamper full of locally sourced gifts and treats.
Shara Vickers, chair of the BID, said: "This year, our local businesses want to drive home the message to residents: this Christmas, shop local and enjoy everything our wonderful town has to offer.
"High streets across the country are facing unprecedented challenges, and we’re no exception."
BID vice chair Julie Redfern added: "Saffron Walden has a vibrant selection of independent shops and hospitality businesses that work hard to bring unique offerings to everyone.
"Please remember that by shopping local you are supporting lots of local families - not just the business owners but all of us who also work in them."
In addition to the Christmas shopping campaign, the BID is launching its Christmas trail in collaboration with Saffron Hall and the Tourist Information Centre.
The trail runs from Monday, December 2 to Monday, December 3, with participants invited to find Jack's Magic Beans hidden in the windows of shops and businesses around the town.
Those who complete the trail can claim a free prize and be entered into a draw to win tickets to the Jack and the Beanstalk pantomime.
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On behalf of town centre businesses, the BID has also installed additional Christmas lighting in Rose and Crown Walk, Emson Close, the Waitrose arches on Hill Street and the Cockpit.
A 15-foot Christmas tree, sponsored by local businesses, has been put up in Market Row to add to the festivities.
Musician Elliot Porter will play piano live at the tree at the Christmas market on Sunday, December 8 and on Saturday, December 21.
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