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Bira Launches A Festive Display Competition

Non-essential shops may be closed until December 2, but the British Independent Retailers Association (Bira) – whose membership includes gift retailers – is nevertheless in the Christmas spirit, and on a quest to find the independent showcasing the best festive display.

 The inaugural competition is being launched by Bira Direct, the trade association’s product-buying group, with entries reflecting either a traditional shop window display or a merchandised area inside the store.

“After an incredibly difficult year for bricks and mortar retailers, we’re excited to launch this new initiative, not only giving retailers an opportunity to win some fantastic prizes, but also an opportunity for us to promote some truly creative retailers to the public,” explained Jeff Moody, Bira’s commercial director.

The competition is open to all independent retailers, with a top prize of £200 to spend with Bira Direct for the winner. The first prize will be decided by Bira judges, while the winners of first runner-up and second runner-up places will receive £100 and £50 Bira Direct vouchers respectively, following a public vote on social media.

In addition, all UK voters will be automatically entered into a prize drawer to win a hamper of goodies from Bira Direct suppliers.

Entries can be submitted by emailing a photograph of the Christmas display to with the subject line: ‘Bira Christmas Display Competition’.

Alternatively, entries can be made via social media by tagging or sending an image of the display to Facebook and Instagram using the hashtag #BiraChristmasComp by December 14, 2020, when the competition closes.

Bira will then publish a shortlist of 10 window displays which will be put to vote via Bira’s Facebook and Instagram accounts between December 15 and 22. All winners will be announced on December 23, 2020.

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Top: Independent gift retailer Cornucopia in Worcester recently won the Best Display category at The Greats Awards 2020.

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