Businesses in Swadlincote have thanked the thousands of people who chose to keep it local this Christmas - after recording a hugely positive festive trading period.

Despite the increased reliance on online shopping as the repercussions of the COVID-19 pandemic continue to be felt, many independent traders in the town have reported a major upsurge in footfall throughout November and December.

They have credited the positive impact of The Snowman and The Snowdog sculpture trail, which arrived in Swadlincote on November 20 and helped to draw in visitors from across the Midlands and beyond.

The 20 sculptures, which enjoyed an eight-week stay until January 16, were dotted all around the town centre as part of a specially designed walking trail which has captured the imagination of people of all ages.

A month-long programme of festive activities in the town centre also played its part, with everything from a giant snow globe and Santa letter-writing workshop to live music and ice sculpting pulling in the crowds.

An open-air environment and the work of two specially appointed COVID wardens helped to ensure that shoppers remained confident that their safety would be maintained while bagging a bargain in person and supporting the high street.

Dawn Ramsell, of family-owned Baumgartners Jewellers in Midland Road, said: "It has been absolutely wonderful.

"The Snowman and Snowdog trail was a brilliant way to get people walking around the town and the programme of events was fantastic too, with something new and exciting to look forward to every weekend.

"After such uncertainty caused by the pandemic, it was lovely to see so many people flocking to town, with so many smiling faces. Swadlincote was buzzing and felt like the exciting little town at Christmas that I remember as a girl, and it was lovely to enjoy that with my own family.

"I would like to say a big thank you and well done to everyone who helped to make it happen."

Tina Holmes, owner of Stan's Pals pet deli in Midland Road, said: "The events were brilliant.

"Before the sculpture trail arrived, we were worried that Christmas just wasn't going to happen.

"The sculptures made people smile and that was needed during such difficult times."

Councillor Kevin Richards, South Derbyshire District Council's Leader, said: "The Council is committed to supporting local businesses and The Snowman™ and The Snowdog sculpture trail has brought so many people into Swadlincote town centre over a prolonged period from November 20 to January 16.

"The feedback we have received from local businesses has been overwhelmingly positive and we will take all of this on board when we plan events in future."

The Snowman™ and The Snowdog sculpture trail was brought to Swadlincote by South Derbyshire District Council in partnership with Wild in Art and Penguin Ventures (part of Penguin Random House UK), supported by Welcome Back funding from the European Regional Development Fund (ERDF).

The Council was also responsible for putting together the festive activities programme using the Welcome Back Fund, which has been established to support and promote the safe and successful re-opening of the public environment for local trade and tourism, including running publicity campaigns and assisting with events that will boost footfall and encourage people back into high streets, thereby supporting local businesses.

MIH Solutions – a strategic communications and PR agency based on the Bretby Business Park near Burton upon Trent – was appointed by the Council to provide marketing expertise to promote the trail and the district's town centres more widely.