Aberdeenshire Council is demonstrating strong local leadership by championing the Scotland Loves Local Gift Card. This powerful initiative is not just supporting local businesses; it’s driving economic growth, strengthening communities and building lasting resilience across one of Scotland’s largest council areas. By deliberately priorising spending within the region, the council is nurturing a thriving network of independent businesses and engaged residents.
A public commitment to local growth
In 2024, Aberdeenshire Council formalised its dedication to local commerce by signing the Scotland Loves Local Pledge. The signing event in Ellon brought together councillors, local business owners and Scotland’s Towns Partnership, sending a clear message about the council’s commitment.
Local enterprises, from established family firms like Fraser of Ellon’s, founded in 1930, to newer ventures such as Hybrid Gaming and Computing, have been vocal about the importance of this community support.
- Colin McKay of Fraser’s stated: ‘Every penny spent with businesses like ours is an investment in the future of our community.’
- Dave Goodwin of Hybrid Gaming and Computing highlighted that the gift card aligns perfectly with their goal of fostering shared benefits across the local business community.
Council Leader, Cllr Gillian Owen, emphasised the broader impact: ‘Choosing local helps protect jobs, strengthen communities and support the environment. The Aberdeenshire Loves Local gift card makes it easy for everyone to contribute to a thriving local economy.’
Tangible impact: over £1 million spent locally
Since its launch in 2021, the gift card has delivered a significant boost to the local economy.
- An investment of £100,000 helped over 15,000 households access support through the card, enabling them to spend directly within their local communities.
- To date, more than £1.2 million has been loaded onto the gift cards, with over £1 million already spent across Aberdeenshire, generating roughly 40,000 transactions.
The scheme clearly demonstrates its capacity to increase footfall, introduce businesses to new customers and strengthen a sense of community ownership.
Aberdeenshire Council’s success is rooted in its inclusive and collaborative approach. Recognising the challenges of a large, rural geography and varying digital access, the council has employed a multi-faceted strategy:
- Extensive Outreach: The council uses in-person visit, business meetings, webinars, local events, press, radio and targeted social media campaigns to engage widely.
- Accessibility Solutions: To overcome geographical and digital hurdles, the council introduced physical card local points and provided assistance to businesses to adopt the necessary technology.
- Shaping the Service: Residents with lived experience were involved in designing the delivery, ensuring the support is practical, accessible and respectful. The campaign has also been integrated into wider council strategies.
Building a sustainable future together
The council is not stopping here. Its forward-looking plan aims to grow the initiative even further by strengthening communication with local businesses, engaging corporate partners and reaching younger audiences. By embedding the Scotland Loves Local Gift Card into its broader economic and community strategies, Aberdeenshire is creating a resilient, connected economy where local businesses thrive and communities flourish.
Aberdeenshire’s leadership provides a powerful model for place-based collaboration, proving that when communities actively choose local, everyone benefits.
