Town centres across the Malvern Hills district enjoyed a strong festive season, with many independent businesses reporting increased footfall.
The uplift followed Malvern Hills District Council’s ‘Shop Local This Christmas’ campaign, which encouraged residents and visitors to support independent traders throughout Great Malvern, Upton upon Severn, and Tenbury Wells.
The campaign helped to drive activity across high streets and reinforced the value of shopping locally. The campaign included:
- Town centre adverts in bus and train stations across Worcestershire
- New town centre shopping video adverts published online and promoted through third party digital marketing
- The town crier attending local events to promote shopping locally
- Advertising on social media including Late Night Shopping promotion for Great Malvern.
- Press coverage in local news
This was on top of the usual work of Visit The Malverns providing website listings, events support and more to town centre businesses.
Read the full campaign report here.
Across the district, businesses described November and December as particularly strong months, including The Stitchery in Upton upon Severn which reported bumper festive sales attracting customers from miles away for wool, handmade gifts and clothing repairs.
The Map Shop, celebrating its 50th anniversary, also recorded a notable increase in winter trade, reflecting a growing appetite for specialist independent retailers.
Warners Supermarket and HRB Therapies reported increased footfall, Café No.8 also recorded its best year to date.
Great Malvern businesses echoed this positive trend with Jasper & Pip marking a successful first Christmas in the town, while Bar Limón enjoyed a busy festive calendar driven by Christmas parties, panto audiences and a standout New Year’s Eve.
The Theatre of Small Convenience reported sell-out performances and a popular Christmas Grotto, while Austin & Co described the period as ‘record-breaking’.
In Tenbury Wells, creative and community-led businesses saw strong engagement. Teme Valley Artisans highlighted the success of its Makers Loft workshops above the shop and one of the team said, “It’s been a joy to see people learning, creating, and growing in confidence in that space.”
Fashion retailers Smarty Pants and Smart Fellas also noted an earlier-than-usual start to Christmas shopping and a clear commitment to buying locally.
Cllr Beverley Neilsen, Portfolio Holder for Economy at Malvern Hills District Council, said: “We are pleased that our promotional campaigns have supported a strong Christmas trading period for many on our high streets and we are now encouraging shoppers to carry that momentum into January and February, traditionally quieter months for high streets.”
Building on this year’s success, Malvern Hills District Council plans to launch a ‘Take Our Shop Local Christmas Challenge’ in November 2026, continuing to champion independent businesses and vibrant town centres across the district.
Read what the traders had to say
Shirley, The Stitchery – Upton upon Severn
“Very happy to report that we had an absolutely bumper November and December and January is buoyant too, this cold weather is certainly helping. A huge amount of wool in particular has been sold and in some cases, we have sold out and awaiting supplies. People have been making a lot more gifts this year and mending clothes is still on the increase. I would like to express my thanks for the many customers who expressly choose to shop local and travel many miles to visit us in Upton.”
Ruth and Kerrie from To Boot – Great Malvern
“We had a bumper Christmas and saw an increase in sales of our toys, toddler clothes and accessories. Thank to our loyal customers and also new customers we’re seeing from further afield.”
Hazel at J Mavericks – Upton
“Thanks to the wonderful traders and customers in Upton there was a really positive buzz around town this Christmas. Business was great, the atmosphere in the bar was amazing, the Lights Switch on was just brilliant and it was a really positive festive experience for us here at J Mavericks.”
The Map Shop – Upton
“To all our wonderful customers, local and far and wide.
Once again, we thank you so much for your magnificent support over the Christmas period. Winter can be a quieter period for us at The Map Shop, but as we celebrated our 50th year in December we saw a great up-turn in sales, especially over the last 4 weeks. Time and time again we hear “I/we much prefer to buy from our local shops and support our small businesses”.. So it is great to have this opportunity to thank each and every one of you for coming to see us, whether it was for future holiday plans or a simple stocking filler, every one of you really does make a difference to small businesses such as ours.
With thanks from everyone at The Map Shop, Upton Upon Severn.”
Hannah and Rebecca at Jasper & Pip – Great Malvern
“Thank you to all our lovely customers for supporting our small business on our first Christmas.”
Pitter Potter – Tenbury Wells
“The run-up to Christmas is always our busiest period, and this year was no exception! We welcomed a mixture of locals and people from much further afield; all of whom came to Tenbury to create handpainted gifts, commission bespoke pieces or spend time off with loved ones doing something creative. We also ran several Decoration Painting Days, and it was very encouraging to see so many people opting to paint their own long-lasting pieces rather than a more „commercial“ choice. A very positive end to the year, and we’re now looking forward to a week-deserved week off!”
Teme Valley Artisans – Tenbury Wells
“The new Community Interest Company was always about more than any one person. It was about building something that could last, rooted in community, creativity, and mutual support. Workshops in the ‘Makers Loft’ above the shop have been a fantastic success, with many more already planned for 2026. It’s been a joy to see people learning, creating, and growing in confidence in that space.”
Carole at Smarty Pants and Jon at Smart Fellas in Tenbury Wells
“We noticed a real commitment to shopping local and would like to thank our loyal customers for your support. The community have really supported my shop by purchasing vouchers and I look forward to her customers enjoying their new outfits and accessories.”
Chris at Tenbury Community Shop
“We opened our doors the first time on 5th January and have been inundated with both customers and donations. Profits will go back into the community and we will be supporting projects and services primarily for young people in and around the town.”
Becky – Warners Supermarket – Upton
“Our Christmas season has been brilliant, thanks to the incredible support of our local shoppers. Independent businesses thrive when the community comes together, and we’re grateful to the local community and Malvern Hills District Council for their help.”
Hilary from HRB Therapies – Upton upon Severn
“The busy Christmas period has been really positive. Increased footfall in the town centre has meant more people becoming aware of the treatments available at HRB and I’ve been able to support and help more people as a result, which has been lovely and made a real difference. Thank you, Hilary.”
Lucy at Bar Limon – Great Malvern
“This Christmas 2025 Bar Limón was super busy, buzzing with Christmas Parties, Panto-goers, and the most epic NYE celebrations ever. Seeing all the friends, families and happy faces enjoying the festivities made our hearts sing. Thank you to all that came through our doors and enjoyed our hospitality, it’s what it’s all about. Thank you for supporting your local independent businesses.
Lucy & Team Limón”
Sue and Mark at The Tudor House Museum, Upton
“The Tudor House Museum would like to thank all of the visitors who attended our Christmas festivities on Saturday 6th December
Santa sent a special message to say “what a wonderful community we have in Upton and to keep up the good work throughout 2026.”
Loz at The Theatre of Small Convenience – Great Malvern
“The Theatre of Small Convenience had a great first season on the run-up to Christmas, with sell-out shows and a great turnout to The Grotto. As we are a not-for-profit organisation, we are pleased to be part of the offer made over the Christmas period, encouraging people to come into town and experience more than just shopping. We believe we were part of a great overall festive offer. Thanks for your support.”
Sean, Austin & Co – Great Malvern
“A stellar golden quarter. Whether it’s been best hour, day, week, or month, all of our records have been smashed in 2025. Malvern people appreciate quality and also the community they live in by supporting local independent retailers.”
Sue, Dynastic Art – Great Malvern
“This Christmas we have been amazed by how many customers have said their whole Christmas was shop local this year! We are incredibly grateful for their support in making this season bright for our community and for all our small businesses. When the towns tourist numbers go down in the winter we rely on our local residence support. Their commitment to supporting local makers, suppliers and shop keepers makes a massive difference in keeping our high streets vibrant and unique. Many thanks”
Amy Café No 8 – Upton
“Café No.8 was one of the only businesses open over the Christmas period and it’s been our best year yet! We have also brought our loyalty cards back for the new year.”
Nigel and Sara at Rhubarb – Great Malvern
“Having traded in great Malvern for several years this has been our most successful Christmas period. We have been overwhelmed by the support of locals and regular visitors. Nigel, Sara and the Rhubarb team would like to thank everyone for their continued support.”
