CIRENCESTER shoppers are much more loyal to their local shops and businesses than the majority of people in the UK.

A study by Hyder Consulting has revealed that 80 per cent of UK adults believe it is important to support the local high street though only 32 per cent actually use their local independent shops, the majority choosing use to use supermarkets or shop online.

"The national survey does not reflect the support the local shops get in Cirencester", said Jonathan Davies, chairman of Cirencester Chamber of Commerce.

"Being a shop owner myself I can say that Cirencester is unique in that it has a mix of national shops and independent small shops and the local people support both.

"If the people of Cirencester continue to support local stores and promote the town as they have been then I think the town has a very bright future."

Stewart Scott, director of Hyder Consulting, said: "While many people believe it is important to support local shops and businesses, in reality the lure of the out-of-town retail site is more attractive when it comes to actually selecting where to go for the weekly shop.

"However, the harsh fact is that if people do not use local shops and businesses then they will cease to exist, particularly given the pressures that many of these are already facing from national retailers."