City gift card praised for boosting local firms

A gift card aimed at getting people to spend more money with independent businesses in a city is having a positive impact after more than three years, organisers claim.

The Hereford City Gift Card allows shoppers to spend money at retailers who are registered with the city's Business Improvement District (BID).

Nearly £150,000 sales were made at 120 firms in the final quarter of 2025, Mike Truelove, chief executive of the BID, said.

"To see this level of spending power going straight back into local businesses, especially during such a challenging trading period, is hugely encouraging," he added.

The card was launched after the Covid pandemic when those at the BID said companies in the city needed a boost.

The prepaid card is used like a debit card, although it is not contactless.

Stephanie Caine, owner of plant shop Lov Leaf, praised the scheme for keeping the money in Hereford.

"There's so many places in Hereford that you can spend it," she added.

"It's great that the money stays in Hereford itself and I think it's nice and easy for people who may not know where to buy a gift card for.

"It's nice knowing that you can spend it in local businesses and they can choose where that is."

Truelove said the card was one of the BID's key projects.

"Without doubt, it helps to stem the flow of online and other national gift card purchases that would otherwise not reach our local members," he said.

"It keeps money circulating in the city centre, supports jobs and livelihoods, and the scheme is completely free of charge for any Hereford BID member who wishes to join."

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