THE president of Haslemere Chamber of Trade and Commerce, Simon Labrow, is urging people to "shop local" this Christmas.
As the town gears up for the Haslemere Christmas Market this Sunday, many businesses are reporting trade is brisk, despite the predicted downturn.
Meanwhile the town's Woolworth's store has confirmed it will be trading as normal even though the retail chain went into administation last week, and staff have been told they will be paid while negotiations continue for a buyer.
Mr Labrow said: "While many businesses are feeling the effects of the UK's 'credit crunch' Haslemere appears to be holding up well.
"Although the wide range of quality independent and national stores have undoubtedly noticed a change in customers' shopping habits, the versatility and quality of many of the businesses along with the easy parking and pleasant atmosphere seem to have assisted most local businesses to buck the trend."
Many businesses have chosen to reduce prices more than the recent 2.5 per cent VAT reduction to assist customers on tight budgets during the build up to Christmas.
He added: "Rather than struggling through crowds of stressed shoppers and having trouble parking in larger local towns, or ordering by internet to find the goods don't arrive in time or are not what was expected, I will certainly be doing all the shopping I can in Haslemere this year. Don't forget many shops are open every Sunday until Christmas.
"The combination of a delightful ambience, great quality, superb choice and competitive prices surely must be the best in the South East."
The Haslemere Rewards scheme, run by the Haslemere Initiative, is offering double rewards points for shoppers in an advent calendar-style bonus scheme this year. Each day in the run up to Christmas Eve, one of the participating shops will display a star and customers can earn double points on their smart card that day, as well as a drink, mince pie or chocolate to thank them for their custom. More than 20 business around the town take the card.