False economy seriously damages Yorkshire's rural businesses every Christmas, says the Country Land and Business Association (CLA) in launching a regional campaign to persuade festive season shoppers to avoid the cities and buy rurally.
"It's false economy for people to think that by city centre shopping they'll save a lot of money," says Yorkshire regional director Dorothy Fairburn.
"There's more choice than most people imagine and certainly more originality to be found, because we still have traditional, independent shops along with the best in rural arts and crafts.
"Farmers' markets continue to grow in popularity and locally-produced, tasty food from the countryside is a natural winner at any family's Christmas gathering"
The CLA's "Think Local, Buy Local, Act Local" campaign aims to encourage economic recovery in the region's market towns and villages by highlighting not only the range of superior quality locally-produced festive fare available but also the many original gift ideas to be discovered rurally.
The advice is: Forget the stress, hassle, traffic and parking problems of the cities and their crowded shops - it's bad for your health.