Support for independent shops drives Exeter’s ‘love local’ success

Gift card surpasses £100,000 in sales

InExeter is proudly celebrating a major achievement as the Exeter Independent Gift Card surpasses £100,000 in sales.

The card is redeemable exclusively at Exeter's independent businesses, is designed to drive support for the local economy while offering the perfect gift for all tastes.

The Exeter Independent Gift Card, managed by InExeter, Exeter’s Business Improvement District, was created to champion small businesses by making “shop local” an easy and meaningful choice. With over 120 participating businesses, the card truly has something for everyone—from a pamper session at a local salon to a coffee break or bike service.

“This gift card is a true asset to Exeter,” says Mattie Richardson, Projects Manager at InExeter. “We’re proud to be the only citywide gift card exclusively supporting independent businesses. By choosing to support small, independent businesses, we’re helping businesses that couldn’t otherwise manage a gift card system and offering the community the gift of choice. It’s a fantastic way to enjoy and support Exeter’s unique shops, services, and experiences.”

Participating businesses are seeing benefits too. “As a proud local business, Eat the Bird has greatly benefited from the Exeter Independent Gift Card” said Adam Stock, Operations Manager at Eat The Bird. “This initiative not only encourages customers to ‘shop local’ but also strengthens our community by supporting independent businesses like ours. We have used it ourselves for staff incentives and it’s an invaluable tool that helps keep the local economy thriving and vibrant.

Hayley Shaw, owner of Frocks in Swing Time on Fore Street echoed these sentiments: “The gift card has brought in new customers. It’s truly the gift of choice—there’s something for everyone, and every purchase supports local independent businesses like ours.”

The milestone arrives just as Exeter heads into the busy Christmas season, a time when “shop local” messages are particularly impactful. Nicola Wheeler, CEO of InExeter, expressed her enthusiasm: “Over £100,000 in sales is an incredible achievement, and we know the benefit goes beyond this—as 90% of recipients spend over the card’s value.”

Colin Munro, Managing Director of Miconex, the company behind the award-winning Town & City Gift Card program, added: “Seeing Exeter’s gift card succeed is a testament to the community’s commitment to supporting local. As Christmas approaches, this card is the ultimate way to show support while keeping spending within the city.”