Scotland Loves Local: A Five-Year Journey of Revitalising Community Economies

In July 2020, during the peak of uncertainty and lockdowns, a movement quietly began in Scotland that would soon become a powerful symbol of local resilience. Scotland Loves Local wasn’t just a catchy campaign, it was a lifeline for town centres, small businesses, and the communities they serve. Now, as it marks five years of impact, it stands as a shining example of what can happen when national ambition meets grassroots action.

Celebrating Identity with Scotland Loves Local Week and .scot Domains

One of the most anticipated milestones in the calendar is Scotland Loves Local Week, held each August. This week-long celebration champions the people, places, and businesses that embody local resilience and pride. It includes community-led events, award ceremonies, and national promotions, all reinforcing the importance of choosing local every day. Central to the campaign’s identity is its use of the .scot domain, which proudly signals its commitment to Scottish culture, community, and values. Using a .scot web address isn’t just a branding choice, it’s a statement of belonging. Businesses, organisations, and individuals adopting a .scot domain benefit from increased trust, a stronger digital identity tied to place, and the ability to showcase their Scottish roots on a global stage. It’s a digital reflection of what Scotland Loves Local is all about: connection, character, and community-first thinking.

A Campaign Born from Crisis

The original idea behind Scotland Loves Local came from the team at Scotland’s Towns Partnership (STP) a non-profit organisation dedicated to supporting sustainable economic growth in Scotland’s towns and neighbourhoods. Led by Chair Professor Leigh Sparks and a passionate team of place experts, business leaders, and community planners, STP recognised early in the pandemic that the recovery of the nation’s economy would start at the local level.

Instead of waiting for national chains or global markets to rebound, they called on the public to take immediate, actionable steps: support your local butcher, your corner café, your independent grocer. By doing so, they argued, you weren’t just spending, you were investing in your neighbours, your main street, your future.

The rallying cry “Think Local. Choose Local. Love Local.” quickly caught on. Crucially, the campaign provided not only inspiration but practical tools for councils, community groups, and business improvement districts (BIDs) to run their own hyperlocal initiatives under the Scotland Loves Local banner.

From Short-Term Campaign to Long-Term Movement

What began as a marketing push quickly turned into a coordinated national strategy. By late 2021, the project had already sparked new ventures: the Scotland Loves Local Awards, which celebrate outstanding contributions by businesses and community organisations; Scotland Loves Local Week, a dedicated celebration of place; and most notably, the Scotland Loves Local Gift Card. These weren’t one-off ideas. They became the backbone of a powerful system of support for local economies.

The Scotland Loves Local Gift Card

The Gift Card is a deceptively simple concept with profound impact. It allows people to spend money, whether gifted by friends, employers, or local authorities, within a set geographic area. The beauty is in the restrictions: funds must be used in local, bricks-and-mortar businesses within the card’s designated council area. That means no online leakage, no diversion to big tech, and no spending in large national chains unless they’re locally registered and participating.

This tool has been used in clever and strategic ways by councils. Glasgow, Argyll and Bute, and Aberdeenshire were among the early adopters, using the card to distribute hardship funds or cost-of-living support during the pandemic and its aftermath. Instead of offering residents generic vouchers or cash, these areas ensured that public money went straight back into local shops and services.

The cards are now available for public purchase, corporate gifting, employee rewards, and more. And with a growing network of participating businesses, they’re becoming a new form of community currency.

The Team Behind the Movement

Behind the visible campaign is a small but mighty team within Scotland’s Towns Partnership and their delivery partner Miconex, the technology company managing the infrastructure for the Gift Card system. Together, they’ve taken on the enormous task of liaising with local councils, onboarding retailers, running marketing campaigns, managing the technology, and analysing the data.

Their shared vision is rooted in one powerful idea: place-based economic development. Instead of one-size-fits-all solutions, they tailor support to each town, city, or region’s unique needs and identity. Whether it’s helping a fishing village retain footfall or promoting an inner-city retail zone, the Scotland Loves Local team approaches every partnership with the same dedication, to make sure local businesses don’t just survive, but thrive.

Why Should Businesses Get Involved?

For independent retailers, cafés, beauty salons, and service providers, the Gift Card is more than a feel-good initiative. It’s a direct route to increasing footfall and attracting customers who are eager to spend locally.

Here are five key benefits for businesses that sign up to the Scotland Loves Local Gift Card:

1. Free to Join – There’s no charge for local businesses to register and accept the card. It works through existing Mastercard terminals.
2. New Customers – Many cardholders actively search the Scotland Loves Local website to find out where they can spend their card, giving your business additional visibility.
3. Increased Revenue – Data shows that customers often spend more than the value of the card once in-store. What begins as a £20 voucher might turn into a £40 sale.
4. Local Loyalty – By accepting the card, businesses become part of a wider local loyalty programme that encourages residents to shop on their high street rather than default to online giants.
5. Marketing Support – Participating businesses are featured in regional promotions, social media campaigns, and local press, increasing exposure without the marketing spend.

Looking to the Future

The next stage of the campaign includes exciting developments. A contactless version of the Gift Card is in the pipeline, allowing for more seamless spending. Plans are underway to engage with Scots living abroad, enabling diaspora to support their hometowns from afar. There are even talks of integrating the Gift Card with national transport and heritage networks, making it possible to spend on local travel and attractions in a sustainable, place-first way.

Efforts are also being made to introduce card kiosks in key locations, Aberdeen and Glasgow have already piloted this successfully, so that tourists and residents alike can pick up a card spontaneously.

Meanwhile, Scotland’s Towns Partnership continues to lobby for broader uptake. Some local authorities have yet to participate fully, often due to budgetary constraints. However, the return on investment for those who have embraced the initiative is clear: higher local spend, more engaged citizens, and a more resilient economy.

A Model for Other Nations?

What’s perhaps most inspiring about Scotland Loves Local is that it hasn’t waited for top-down solutions. Instead, it’s demonstrated the power of grassroots innovation backed by strategic national support. In doing so, it has created a model of community wealth building that is now being watched with interest by other countries.

As the campaign enters its sixth year, the vision remains crystal clear: a Scotland where local businesses are celebrated, empowered, and seen as the heart of vibrant, thriving communities.

So whether you’re a retailer looking to grow your customer base, a local authority seeking tools for economic recovery, or a resident wanting to make a meaningful difference, Scotland Loves Local invites you to be part of something transformational.

Get Involved

• Businesses can register for the Gift Card at their local council's website or via the main Scotland Loves Local site.
• Consumers can buy a card online or at designated kiosks.
• Community leaders can access marketing materials, event packs, and more to support their own local campaigns.

Let’s keep it local. Let’s keep it strong. Let’s keep it Scottish.