SUPERMARKET war is on the brink of breaking out in Headington.

Soon those living near London Road really will have more reasons to try something new after the triple news of Sainsbury, Tesco and Morrisons setting up shop.

Unsurprisingly, independent traders have raised concerns about their ability to survive such an onslaught of brands.

Supermarkets often come under fire for forcing smaller shopkeepers out of business with their ability to tempt customers in with loss leaders, bulk buying and offering cut-price deals.

It is hard to compete against such mammoth purchasing power.

But independent traders in Headington must focus on the areas where they can compete.

They need to emphasise their friendliness, character, local produce and quirkiness.

Similarly, time and again we hear the protests of customers saying they don’t want international stores on their doorsteps.

Inevitably the footfall figures tell a different story.

Customers must think carefully about how – and where – they spend their cash.