City centre management company OX1 is urging shoppers to seek out the smaller independent outlets, including c-stores, that trade just off the main thoroughfares.
As part of the campaign OX1 has launched the Love Oxford project with a series of specially commissioned pictures celebrating Oxford’s independent traders.
The campaign follows a report by the New Economics Foundation describing Oxford as a ‘border clone town’ on the verge of losing its character.
OX1’s chief executive Bill McCardle said: “The independent sector is fighting back and letting people know Oxford is a lively place for people looking for something different.
“Oxford has lots of little shops but has never been good at telling people about them. We’ve been hiding our light under a bushel.”