Shoppers are being urged to buy from and celebrate local and independent high street businesses in a pre-Christmas campaign led by Britain's biggest business representation group.

The Federation of Small Businesses said the unprecedented pressure on small businesses throughout 2020 means they desperately need a boost from their local communities.

As a result, the FSB has called on shoppers and retailers to provide some much-needed Christmas cheer for Britain's independent businesses.

The Love Your Small Independent Business campaign is asking local people to not only support their local independent businesses by using the hashtag #ilovesmallbusiness online, but also to share images of their buys with the hashtag #shopherethisChristmas.

And it calls on people to place online reviews of their favourite businesses to persuade others to 'shop small' in line with the high-profile Google Dear Local advertising push.

FSB South West regional chairman Lee Nathan said we all have a part to play to ensure independent retail businesses have a fighting chance of rescuing their curtailed Christmas sales so they can continue to be part of the local community in 2021.

He said: ''This has been an unbelievably testing time for our brilliant small, independent retail businesses.

''Many have worked tirelessly to try to stay open and provide invaluable support and service to the community in a safe and secure way, and we know being part of a vibrant community with independent businesses is important to local people.

"We hope local people support this FSB campaign and reward the loyalty their local independents have shown to communities. They are the very heartbeat of local life."

The FSB is inviting retailers to ensure they are part of this campaign by posting images of themselves and their shops online to entice shoppers through their doors using the hashtag #shopherethisChristmas.

FSB national chairman Mike Cherry said he felt it was imperative we all did our best to try to support and enthuse about our local retailers in the final, frantic weeks before Christmas.

He said: "Small businesses are well and truly at the heart of our communities. That's why it's never been more important to support your local firms and, by extension, the community in which you live."