The rallying call issued today by independent traders across Oxfordshire is a predictable but vitally important one.

Over the years, they have faced increasing pressure from big supermarkets and companies with the buying power to be able to offer quality brand goods at knockdown prices.

More recently, the economic slump, which has affected us all, provides a new threat to the longevity of these unique outlets.

Take a walk through Oxford and count the number of established independent family shops and stores.

Stop off in the Covered Market and lose yourself in a maze of shops, stalls and counters that you would not find anywhere else.

And then there is North Parade in Jericho, Cowley Road and Headington.

We are blessed to have so many. But they are not there for decoration.

In these leaner times it is easy to pop to one of the big, soulless supermarkets and get everything under one roof.

But this is not just about money, it’s about supporting the very fabric of the city and county and taking the time to see what is on offer out there.

But don’t confuse this as an argument about supporting small business against the big boys.

What we must realise in these gloomy economic times is that these stores don’t have as greater financial ‘fat’ to save them.

And while they may each only employ relatively small numbers of people, collectively if many businesses close, that is a lot of jobs and that is where the effect will be felt amongst families in our community.

Choosing to spend your money wisely here in the county rather than out of it could ultimnately be of more benefit that you could imagine.