Love Hessle – Supporting the High Street

Hessle Town Council identified a need to support local businesses, increase footfall, and encourage community engagement following consultations with local traders. Traders specifically highlighted the need for initiatives promoting local shopping and increased visibility on social media. 

In response, Hessle Town Council, led by Sarah Rowland, Town Centre & Events Officer, liaised with other town centre officers to understand previous learnings and results from shop local initiatives and was keen to implement a loyalty scheme for Hessle. In discussions with the Invest East Yorkshire’s Business Support Team, notably Dawn Hall and Lucy Abbott, funding through UK Shared Prosperity Funding (UKSPF) was agreed and plans developed to move the initiative forward. Following an example adopted by Howden Town Council, 27 local independent businesses were recruited to be involved in the loyalty scheme and work commenced on the design and production of loyalty cards and limited-edition tote bags which loyal customers could redeem their completed cards for.   

To support the launch of the initiative a ‘Love Hessle’ event was arranged to showcase independent traders, community groups, and services, encouraging residents to shop locally and reinforcing Hessle’s community spirit. The event took place at Hessle Town Hall, on Sunday, 16 March 2025 with over 30 local businesses and groups, promoting their products and services through stands, stage activities, and promotional displays. 

The shop local initiative loyalty cards were also distributed at the event and through participating traders from 17 March.  

Everyone was keen to ensure that as many local businesses were involved as possible with suppliers and services for the initiative and the event with the design, printing, videos and decorations coming from Hessle businesses and the compere and stewards from the East Riding.  

Both initiatives were supported by targeted marketing and social media campaigns featuring professionally produced videos and paid social media advertising and featured prominently in Hessle Town Council’s newsletter, reaching more than15,000 local households. 

Outcomes 

• 27 Hessle-based businesses actively participated, prominently featured on the limited-edition Love Hessle bag, achieving the output of businesses receiving non-financial support. 

• The opportunity to Increase footfall and sales among participating traders due to the distribution and engagement with the loyalty card initiative. 

• Enhanced community awareness of local offerings, fostering stronger local networks and promoting sustained engagement. 

• Effective collaboration between Hessle Town Council and Invest East Yorkshire’s Business Support Services to increase awareness of services and support available to local businesses 

• Feedback continues to be gathered through participating businesses and residents on increased customer interactions benefits to local traders. 

The ‘Love Hessle’ initiative demonstrated the effectiveness of community-led events combined with strategic incentives in driving economic activity, fostering local pride, and enhancing the vitality of market towns across East Yorkshire.