Local small and medium-sized businesses can now apply to take part in a new city centre promotion designed to drive more people into the area – Freebie Fortnight.
The promotion will run next month in co-ordination with local retail and hospitality businesses to boost city centre footfall, visitor numbers, and local spend.
Council co-leader Councillor Ian Yuill said: “I’d urge local eligible businesses – particularly those near the current construction works at Union Street Central and the new market building – to apply and take part in the Freebie Fortnight promotion.
“This initiative will help towards providing a truly vibrant city centre which attracts locals, visitors, residents and tourists to the area.”
Finance and Resources Committee convener Councillor Alex McLellan said: “The Freebie Fortnight will be a help to local shops, cafes, and restaurants, in the city centre to further develop and diversify their offering to customers while taking part in a fun promotion.
“Shifts in consumer behaviour, pandemic recovery, and rising energy and living costs have all had an impact on why and how often people visit their local high street. Promotions such as Freebie Fortnight will help to attract people into the city centre.”
The Freebie Fortnight is to take place from 10 March to 23 March, dates which would avoid existing key events such as Aberdeen Restaurant Week and Mother’s Day.
Each retailer will be asked to select an in-store offering of value up to either £5 or £10, to be made available to a set number of customers per day over the period, for free. Customers will need to use a verbal code to access the offering.
The expectation around free in-store offerings, for up to £5, could be a hot drink or baked good for example. For up to £10, could be a lunch deal with soft drink in a restaurant, or a free gift in a retail setting. Participating businesses will have an opportunity to devise their own deal based on stock and deliverability.
A variety of offerings will be ensured, from ‘grab and go’ options which may attract workers and commuters, to sit-down or browsing options which may attract visitors and increase dwell time spent in the city centre.
Customers will be required to use a verbal code to access the offering will avoid cannibalisation of regular sales for the participating business. There is also the likelihood of additional spend, with customers purchasing extra items to ‘complement’ the free offering, i.e. a cake with a coffee. In a retail setting, it will be suggested that the free offering is attached to a minimum spend, i.e. customers spending £10 will receive a £10 voucher to spend next time they return.
There will be a supporting marketing campaign to accompany the ‘Freebie Fortnight’ for participating retailers alongside support from Aberdeen Inspired, Business Gateway, Opportunity North East, Our Union Street, and the Federation of Small Businesses.
There will be a particular emphasis on targeting businesses near the current construction works at Union Street Central and the new market building.
It is expected that funding will support up to 20 businesses to take part, and criteria will be set around these being local SMEs, with fewer than three stores, rather than national chains. Care will be taken to ensure that the participating businesses are representative of multiple sectors.
Funding from UK Government administered by Aberdeen City Council will meet the cost of the promotion by reimbursing each participating business.
The deadline to apply is 21 February or once all funds have been allocated. More information and how to apply is at Freebie Fortnight | Aberdeen City Council