Festive boost for Malvern Hills town centres as shoppers choose local
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.
Free parking on certain dates was offered throughout December, and shoppers were encouraged to use the council’s handy online guide to search for restaurants, shops, and more.
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, Rhubarb reporting a record year, 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, including our creative independents, and we are now encouraging shoppers to carry that momentum into January and February, traditionally quieter months for high streets.”
Nigel Morris, Owner at Rhubarb Home said: “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.”
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.
To find out more about what local businesses had to say, visit www.visitthemalverns.org/thankyou