On Thursday July 4 thousands of retailers across the UK will be celebrating Independents’ Day and encouraging the public to buy at least one item from their shops.

Towns and independents have been encouraged to put on special events and promotions for the day, including themed window displays, high street festivities and offers.

Local councils, Business Improvement Districts and town teams have joined forces with independent retailers to organise a variety of activities across the UK. In addition, the National Skills Academy for Retail’s network of over 50 skills shops will be supporting activities to help independents become more profitable and successful.

The campaign, now in its third year, champions diversity on the high street and recognises the skills behind the shop front.

Meanwhile, American Express has launched a campaign to incentivise its card members to spend in independent shops this month.

Under the Shop Small campaign American Express card members receive £5 back when they spend £10 or more in up to 10 participating businesses throughout July. Thousands of businesses across the UK are participating in the scheme.

American Express said it devised the campaign to celebrate the importance and contribution of small businesses in local communities.

In a new survey, it found that 85% of shoppers in England think it is important to support small businesses and 70% said they would shop small more often if they could. Special offers and incentives were found to be the highest ranking motivator (25%) to encourage people to shop small more.