With just under a month until the third National Independents' Day (NID), the My Shop is Your Shop (MSYS) organisers are pulling out all the stops to meet demand from retailers.
A record number of retailers are expected to be involved in the MSYS centrepiece on June 1. Some 4,000 retailers have requested special packs containing promotional material.
As C-Store went to press, the event organisers were discussing tactics to continue to meet demand.
MSYS chairman Alan Toft said: "We've had a record number of retailers requesting the special NID packs. Twice as many retailers compared with this time last year have pledged to get involved.
"The interest is totally unprecedented and it indicates the huge thirst for this kind of activity among retailers. We're doing our best and still expect to keep up with the demand."
Rav Garcha, who owns the Spend and Save store in Hockley, Birmingham, is taking part in NID for the first time.
He said: "I'm going to be speaking to my local newspaper to give the day as big a profile as possible in my area.
"I really believe that with the right support independent retailers can take on the big guns."
Rav said he plans to decorate his shop with all the campaign material and run special promotions that tie in with the World Cup.
Meanwhile, Toft said it was vital the day was not viewed as a one-off event and added: "Our PR action group will be meeting soon to discuss the ideas we've got to continue MSYS into the autumn."