Traders in Great Malvern are calling for better Christmas lights to encourage more footfall after last year’s event was branded disappointing.
Shelee Mairs, owner of Chocolate Avenue on Church Walk, said last year’s event failed to light up the whole of Church Street.
Ms Mairs said: “We were told it was to do with the infrastructure in the area not supporting the lighting, but I feel it could be done if the funds were put in.”
A GoFundMe campaign has been launched to raise £16,000 for improved Christmas lights in the town, but so far it has only raised £820.
Ms Mairs said: “This time of year is so difficult because footfall is low after one of our best summers.
“The sooner we can encourage a Christmas spirit the better for independent businesses like ours.
“I’ve been in this business for ten years and it’s never been so difficult to predict the cycle of when we’re going to be struggling or thriving.”
Shelee Mairs, of Chocolate Avenue, says Christmas is a crucial time for traders in Malvern (Image: Shelee Mairs)
She is encouraging the community to support the fundraiser, and believes larger retailers could also contribute to ease the burden on smaller independents.
She said: “Christmas is when we need to make money.”
The fund-raiser states: “We love our town centre, so we are campaigning to improve the Christmas lights for residents, businesses, and visitors alike.
“Our aim is to have these ready for a 2027 switch on, with improvements taking place along the way.
“Last year we had a lit walkway installed by Abbey Road, and this year we are hoping to light the walkway in the Priory in time for Christmas.”
Some residents on the fundraiser Instagram page have expressed disappointment with recent displays.
One supporter commented: “The last few years have been very poor and disappointing, I can’t see there being much improvement this year.”
Another added: “The lights have been pretty mediocre ever since the real trees were discontinued.”
Chris Heard, of Carnival Records, said: “We’re fully behind the fundraising efforts for the Christmas lights, anything that gets people off Amazon and into Malvern to support local businesses is a good thing.
“The support of local people in Malvern is always really good and helps the town.”
Other traders in Malvern are backing the Christmas lights campaign too (Image: Malvern Gazette)
Beverley Nielsen, chair of Malvern Hills District Council and ward councillor for Great Malvern, said: “I’m really impressed by our Malvern traders’ efforts to contribute to our existing Christmas lights which are managed by our town council.
“As the district council we’ll continue to support however possible.”
Malvern Town Council said it could not comment on the Christmas lights but encouraged anyone concerned to get in touch.
This year’s light switch on is on Saturday, November 21, with the parade starting at 5.15pm and the switch on at 5.30pm.