04 February 2026
Independent retailers across the UK are being urged to get creative this Valentine's Day as part of Bira's campaign to encourage shoppers to support their local high streets.
Bira is encouraging communities to show their love for local businesses by shopping small on February 14th, celebrating the character, creativity and personal service that independent retailers bring to the high street.
To mark the occasion, Bira is running a window display competition inviting retailers to showcase their Valentine's themed displays for the chance to win prizes including a year's free Bira membership.
The competition, which is open to all retailers whether Bira members or not, asks businesses to share photos of their Valentine's displays on social media using the #LoveYourHighStreet tag between 2nd and 11th February. The public will then vote for their favourite displays from 12th to 15th February, with winners announced on 16th February.
First prize is a year's free Bira membership, whilst second and third place will receive 50% off a year's membership.
Andrew Goodacre, CEO of Bira, said: "Valentine's Day is a perfect opportunity for communities to show their appreciation for the independent businesses that make our high streets special. Independents bring character and personal service to our towns, but they need our support to thrive."By choosing to shop locally on Valentine's Day, we can keep our high streets buzzing with life, create a stronger local economy and ensure small businesses continue to flourish. We're also excited to see the creative window displays our retailers come up with for the competition.
"Our high streets are the heart and soul of communities across the UK. This Valentine's Day, we're encouraging everyone to celebrate their local businesses by shopping small and showing appreciation for the independent spirit that makes each high street unique."
The Valentine's Day campaign is part of Bira's wider Love Your High Street (LYHS) initiative launched in 2023 to shine a spotlight on independent businesses throughout the year. Bira will also be running its high street week and awards later in 2026.
Bira is providing free marketing assets to help businesses and shoppers get involved, with downloadable resources available on the campaign page.
Love Your High Street this Valentine's
At Bira we are passionate about championing independent businesses and vibrant high streets.
Get involved today by downloading the assets, sharing the #LoveYourHighStreet message and encouraging your communities to shop locally all year round!
Image credit: Love Your High Street Valentine's
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