Organiser of the Federation of Wholesale Distributors' My Shop Is Your Shop campaign, Alan Toft, said the move was designed to give greater scope to consumer PR and in-store activity. He said: "NID was a toe in the water. Its success has proved there's widespread support for a campaign that avoids complaining about Tesco and focuses on the positive values of the independent sector.
"We can now use the investment of funds and energy across seven days instead of one. It makes better marketing sense for the big brands and wholesalers who back the campaign."
Londis retailer Carol Hardstaff from Nottingham said: "I agree with the plan. Many people want to support independent stores but it's not always easy for them to get into the shop on one specific day."
MSYS is also launching a goodwill campaign in time for Christmas. Caring at Christmas aims to highlight the special value of independent retailers to vulnerable people throughout the festive period.