This year's National Independents' Day (NID) message reached 20 million consumers, organisers say.
The publicity was gained through press coverage including pullout features and vouchers placed in the Daily Mirror and Daily Record.
It is estimated that 35,000 independent c-stores and newsagents participated in NID in some way. Support from major wholesalers also reached record levels, with close to 30,000 My Shop is Your Shop leaflets and posters purchased for depot use.