THE two months before Christmas are crucial for many shops. Money taken during November and December can account for more than 50 per cent of annual takings – or to put it simply this is period can be the difference between survival or going under.

It is going to be even more important this year for the shops in Tenbury where despite the best endeavours of all concerned the inevitable dip in trade after Christmas will be exacerbated by the closure of the bridge into the town.

A characteristic of Ludlow, Tenbury and the other towns in the area is that they retain a good range of shops well placed to meet the Christmas shopping needs of so many people who are lost to the bigger towns and cities of the West Midlands.

The high cost of fuel provides small towns with a real opportunity. The cost of driving to get to Birmingham or Worcester or one of the other larger towns is considerable, especially when combined with high parking charges.

This can change the balance – making the inevitably slightly higher prices in small towns worth paying if travel costs and convenience are brought into the equation.

What appears to be lacking though, is joined up thinking involving traders, and town and unitary councils to try to capitalise on this.

The figures show that the number of tourists coming into Ludlow and Tenbury has been on the increase but there is little evidence of any proper marketing strategy to bring people back to do their Christmas shopping.

When people flock into Ludlow for the Food Festival in September, to Tenbury for the Apple Fest in early October and the Mistletoe Festival in December, or Bishops Castle for the Michaelmas Fair there should be a concerted effort to draw attention to what the towns have to offer for Christmas shoppers.

There is also a case for the local authorities to join the party by providing some funding for marketing and also for a "big idea".

How about Shropshire Council agreeing to allow free parking in the market towns on each of the four Saturdays before Christmas. The Malvern Hills District Council could do the same for Tenbury.

There would be a loss of revenue but the bigger picture is the price of a real boost for local trade which is a win-win outcome for all concerned.