Visit Herefordshire is looking to attract more locals and visitors to the county for their Christmas shopping. They are urging them to 'go slow and sustainable' with the launch of a series of new Slow Shopping guides showcasing the county's independent retail sector, the thriving foodie scene and winter experiences which may tempt some people into making their shopping into a mini break this year.

Each guide gives shoppers a relaxing alternative way of ticking off their gift lists this year, swapping online frenzied purchases for time spent enjoying the slower pace of the county's market towns, browsing, mooching over a coffee in one of the many cafes and buying fewer but well thought out quality gifts which are more likely to be locally sourced, handmade, vintage, up cycled, or just supporting a small independent. There's even a Slow Shopping Ambassador for each town who shares their insider tips.

The guides point shoppers to the small and sometimes quirky stores in the little city of Hereford and mellow riverside and border towns of Ledbury, Leominster, Kington, Hay on Wye, Ross on Wye and Bromyard where shoppers could also choose from an enticing range of Slow Shopping Breaks many of the county's accommodation providers are offering with discounts and value added incentives for slow shoppers.

As more people look to buying sustainably the importance of holding on to a thriving independent shopping scene is more important than ever which is why Visit Herefordshire is encouraging locals and visitors to spend their Christmas present buying budget in the county.

“We are so lucky to have such a strong independent retail scene here in Herefordshire with many talented entrepreneurs. I have also been so heartened to see new stores opening up in the last year despite the pandemic. Our Slow Shopping campaign is all about giving these businesses the spotlight and encouraging locals and visitors to slow down and enjoy choosing and purchasing their gifts this year here in the county as well as focusing on sustainably.

The new guides even give shoppers insider's tips from those in the know in each town, the retailers themselves, as each town has appointed a Slow Shopping Ambassador.  Plus, don't forget that we also now have a free local bus service at weekends for hopping between the towns which makes a mooch round the shops and a mulled cider or two along the way the perfect antidote to endlessly scrolling the internet for gifts,” commented Jo Hilditch the Chair of the Covid Tourism Recovery Steering Group appointed to manage Herefordshire's tourism campaign.

The campaign includes four themed Slow Shopping itineraries, each giving recommendations for the best retailers, galleries and antique shops, ways to sample the foodie scene and stay overnight as well as winter experiences, from trekking with llamas to crafting lino cut Christmas cards and hotels offering Slow Shopping Breaks.

Follow the campaign and conversation on social media with the hashtag #herefordshireslowshopping as more and more businesses get involved.

• Independent style in Hereford and Ledbury

With a 15 minute train ride between them Hereford and Ledbury make a great combination. Both are packed with independent retail, chocolate box cobbled streets, Black & White architecture, sparkly shop fronts and cosy cafes. Hit Hereford's Independent Quarter for contemporary arts and crafts before heading to Ledbury which is likened to 'a Quality Street lid come to life.'

For the full slow shopping itinerary go to:

https://www.visitherefordshire.co.uk/inspiration/slow-shopping-independent-style

• Artisans and Makers in Kington and Hay on Wye

The market towns of Kington and Hay-on-Wye lie on the border with Wales and are a magnet for makers. They are also compact and deeply rural with stunning views to be found only minutes from the bookshops, map makers and delis. They both have brilliant weekly markets (Thursday for Hay and Friday for Kington) selling local bread, cheese, plants, basket wear, vintage and more.

For the full slow shopping itinerary go to: https://www.visitherefordshire.co.uk/inspiration/slow-shopping-artisans-makers

• Antiques and vintage in Leominster, Ross-on-Wye and Bromyard

This one is a homage to sustainability with a focus on vintage, antiques and crafts. Leominster packs in over twenty antique dealers as well as an independent butcher, specialist cheese shop, proper toy shop, delis and galleries, while shoppers can follow Ross on Wye's very own Vintage Trail to tour the best boutiques. And finally, Bromyard combines amazing Christmas lights with Legges Deli and Café famous for their pies and meats and selling Bromyard Brie and Hereford Hop, perfect for the Christmas Day cheese board.

For the full slow shopping itinerary go to: https://www.visitherefordshire.co.uk/inspiration/slow-shopping-antiques-vintage

• Herefordshire Hampers

This links some of the best food and drink shopping and experiences in and around each town in one place – from farm shops to vineyard/ distillery tours, cheesemakers and delis.

For the full slow shopping itinerary go to: https://www.visitherefordshire.co.uk/inspiration/slow-shopping-herefordshire-hampers 

Slow Shopping Breaks

For those wanting to make a break of it there are plenty of enticing Slow Shopping offers to take advantage of. Choose from hotels, B&Bs and self-catering. Book directly and quote 'Slow Shopping' each time. There are a few examples but the full list can be found here : www.visitherefordshire.co.uk/inspiration/book-your-slow-shopping-break

Green Dragon Hotel, Hereford

The Green Dragon Hotel's dedicated Slow Shopping break places visitors right in the heart of historic shopping and dining haven of Hereford.

Offer: a two night B&B break for two people between now and Christmas at the special price of £150 which also includes afternoon tea on arrival.

To book go to: https://www.greendragonhotel.com/

The Feathers Hotel, Ledbury

The Feathers Hotel has been a resting place for travellers since 1564 and remains a much-loved part of Ledbury's history. Full of character and charm the hotel and the restaurant offers excellent food and a perfect base for a Slow Shopping break.

Offer: a two night B&B Slow Shopping Christmas Escape for two people with a two course dinner on one night from £239. The promo code is:  SLOW_SHOPPIN and guests need to add this on the website when booking to see the rate.

To book go to: https://feathersledbury.co.uk/ 

The New Inn, near Ross on Wye

Originally a 16th-Century coaching inn, this foodie pub with three luxury bedrooms near Ross-on-Wye opened last year with a focus firmly on local produce and wines.

Offer: anyone staying at the New Inn between now and Christmas who quotes 'Slow Shopping' when they book directly will be treated to a couple of glasses of wine each from the wine menu - there are over 36 wines by the glass to choose from including many from Herefordshire. Double rooms from £160 B&B per night.

To book go to: https://thenewinnherefordshire.co.uk/ 

The Cob at Montpelier, Brilley

This gorgeous B&B is located between Hay and Kington in a beautiful wild meadow. Book between now and 23 December inclusive for the Slow Shopping offer.

Offer: two night B&B break for two people from £260 and includes a glass of mulled wine, mince pie and gingerbread on arrival as well as a handcrafted Christmas tree decoration and a hand tied bunch of winter greenery collected from the garden to take home.

To book go to: https://www.stayatthecob.co.uk/ 

For more information on Slow Shopping go to: 

https://www.visitherefordshire.co.uk/ slow-shopping

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Social channels: 

Instagram @visit_herefordshire and Facebook @visitherefordshire  

#visitherefordshire #HerefordshireSlowShopping

Notes to Editors: 

For further press information please contact Fiona Reece and Claire Southern at Travel Tonic - 01452 346 116 or fiona@traveltonic.co.uk / claire@traveltonic.co.uk - and Emma Humphreys emma@emmahumphreys.co.uk  

About Herefordshire 

Bordering Wales, Gloucestershire, Worcestershire and Shropshire, the county is easily accessible from the Midlands, Wales and the M4 Corridor. It is also a car journey of around 2-3 hours for Londoners heading West and those in Manchester and Cheshire heading South, making it a do-able weekend or short break destination. There is direct rail access from London Paddington to Hereford (3 hours) and to Ledbury (2.5 hours); and direct services from Manchester to Hereford (just over 2 hours). Plus, to aid car-free travel there is a good bus network around the county and plenty of cycle-friendly routes to enjoy, too. 

Herefordshire has a distinctly under discovered 'secret' feel; a place which draws you in with its rich history, vibrant food and drink scene, wild adventures, gorgeous gardens, real towns like Ledbury, Leominster, Bromyard and Ross on Wye, and the cathedral city of Hereford packed with independent shops and a creative community.