A campaign encouraging people to think about their local high street when they spoil their mum this Mother's Day has landed in Ashby.

'Mums love local' is designed to support the town's businesses at the same time.

Ashby BID set up the Ashby Gift Card last August as a way to lock spending into the local area and drive economic recovery.

The card can be spent with over 50 local businesses and is part of the award winning Town & City Gift Card initiative from Miconex active across the UK and Ireland.

Local gift cards giants Town & City Gift Cards are leading the national 'mums love local' campaign alongside Ashby BID.

Stuart Benson, BID Manager believes the support for local this Mother's Day and beyond is vital.

He said: "Our 'mums love local' campaign celebrates the fact every mum is different, and that by choosing the Ashby Gift Card this Mother's Day, you can cater for whatever your mum enjoys doing.

"Whether that's time with the family or me-time, spa stays or adventure days.

"There's also a really important message behind the 'mums love local' campaign.

"The Ashby Gift Cards have really helped create a community, not just across businesses but with the general public. They are convenient to spend anywhere and great for parents to give to children looking to buy bubble tea

Children without a bank account of their own can take them home to their parents to put money on to spend anywhere in town"

Cherizena – Mill Lane Mews

"Every pound spent locally this Mother's Day benefits the town's businesses hugely.

"During the cost of living crisis, businesses are dealing with rising costs of bills and supplies, and they need our support to make sure their doors stay open - and keep on employing local people.

"Many of our businesses are owned by mums, or run by mums, so when you support local this Mother's Day, you're also supporting lots of other mums in our town."

The 'mums love local' campaign will run across social media in the lead up to Mother's Day, and features mums from around the UK and Ireland talking about the impact of shopping local for communities.

Colin Munro is the managing director of Miconex and said: "Our 'mums love local' campaign has given us the opportunity to meet mums from right around the UK and Ireland, and hear the difference that shopping local makes to their business.

"These are the mums who are powering our local communities.

"They are making a difference through the products and services that they offer. They are also employing local people, and making our towns and cities vibrant places to live, work and socialise.

"The challenges for local businesses are far from over. This Mother's Day, spoil your mum and support local at the same time."

Ashby Gift Cards can be purchased online HERE or in person from Cherizena, Pink, Pet Deli, Noami, Indulgent Chocolates, La Zouch, Fair 2 All, Ace of Drinks, Ashby Toolbox and Sweet Memory Lane.