CHESHIRE East Council is urging residents to shop in their local town in the lead-up to Christmas, while wearing a face mask and maintaining social distancing.

The council said supporting local trade was vital now more than ever and there were many benefits to shopping local, helping businesses to survive Covid-19 too.

A spokesman said: "Small businesses know their customers and can offer a more personal service for Christmas – they would really appreciate your support during an unprecedented year.

"Understandably, the pandemic has left residents nervous about visiting their local town centre.

"Businesses across Cheshire East have their own measures in place, to ensure the safety of their customers and staff. This includes plastic partitions at tills, having hand sanitiser stations, and providing clear directions so that people can social distance.

"Please consider wearing a mask when queuing outside shops in our town centres, keeping two metres or more apart, to protect yourself and others in the vicinity.

"Shoppers are still required to wear a mask indoors to reduce the spread of Covid-19, but it is important to be extra vigilant and responsible so everyone can enjoy the festivities of the season.

Councillor Nick Mannion said: “Shopping in your local town at Christmas is a great opportunity to play your part in boosting Cheshire East’s economic recovery, supporting our high streets and local businesses who have been hit hard by the pandemic. “Cycle or walk into your favourite town if you can, to find great deals on unique items, which you wouldn’t necessarily find elsewhere.

"Avoiding major north west cities is preferable to minimise increased infection rates locally, card payments to prevent handling cash and forward planning your shopping trip during non-peak hours is also recommended.

“Remember to cover you face and keep your space, given the circumstances these small actions will make a big difference. Be polite and courteous to each other as others may be more nervous than you are.

"And remember, please stay at home if you or a member of your household displays any symptoms.”

Councillor Sarah Pochin, Cheshire East Council’s business champion, said: “Every £1 you spend keeps local business and jobs afloat. Invest in your local businesses, to maintain the character of our towns and communities and help keep Cheshire East a great place to live, work and socialise.

“Not shopping in your local town this Christmas poses the threat that many businesses won’t survive the financial inflictions of the virus next year.

"We all have a responsibility to help where we can, and what better time than spending local at Christmas.”

The council’s stay safe and shop local campaign is part of the England European Regional Development Fund to support the safe reopening of its high streets.