A NORTH YORKSHIRE market town is hitting back at Black Friday by encouraging shoppers to instead support their local retailers this Christmas and get a better long term ‘deal’.

Organisations in the town of Helmsley have got together to create their own unique Gift Guide and are launching it in the run up to Black Friday to show Christmas shoppers there is an alternative to the mad scenes of 2014.

The town's Helmsley in Business group, which is currently a finalist in the Great British High Street Awards, was determined to show how an entire Christmas shop could be done there, while supporting independent businesses and keeping trade local.

Carolyn Frank, member of Helmsley in Business and owner of Libby Butler Jewellers, said: "We wanted to do this to show people how important it is, especially at this time of year, to think about supporting local retailers and businesses.

"Black Friday deals might be very enticing, but our message is don’t be tempted by discounts to buy something you might regret later - look at the purchase carefully to make sure you’re getting true value for money at the best quality for your budget.

"Independent retailers can offer very competitive prices, but they usually operate at lower margins and therefore can’t always discount as much as the big boys.

"The advantage of shopping small is being able to find something out of the ordinary, and the service will be second to none."

Simon Williams, North Yorkshire Regional chairman of the Federation of Small Businesses, added: "No one likes to see empty high streets. Helmsley is a great place to shop, and is lucky to have nearly 100 per cent occupancy and huge variety, but so many towns are finding it hard.

"It doesn’t take much for a few businesses to start struggling, to close down and then the whole town has a different feel about it. When you buy from a local business, you aren’t lining the pockets of some faraway investor, you’re helping keep a town alive, you’re building a community and putting food on the table of a hard-working business owner."

Helmsley is also supporting Small Business Saturday, which takes place on 5th December, with a festive fun day, including a temporary ice rink and Christmas Tree Festival.

Helmsley's gift guide can be accessed at www.visithelmsley.co.uk/gift-guide