FESTIVE shoppers are being urged to support rural businesses in North Yorkshire's market towns instead of travelling to York or out of town shopping centres.

The Country Land and Business Association (CLA), which has a regional office in Easingwold, has launched a campaign against the "false economy", which it claims seriously damages country enterprises every Christmas.

Dorothy Fairburn, regional director, said: "It's false economy for people to think that by city centre shopping they'll save a lot of money.

"There's more choice than most people imagine and certainly more originality to be found, because we still have traditional, independent shops along with the best in rural arts and crafts."

The CLA's "Think Local, Buy Local, Act Local" campaign aims to encourage economic recovery in the region's market towns and villages by highlighting the range of locally-produced goods available but also original gift ideas to be discovered rurally.

The group is encouraging shoppers to forget the stress, hassle, traffic and parking problems of cities and their crowded shops.

"Those imaginative enough to look at what's on offer at farmers' markets, farm shops, village stores and in the high streets of Yorkshire's market towns are in for a surprise.

The price is not necessarily less when buying in the cities, especially when you consider the costs of travelling by car and parking, and then there's the time it takes and ordeal it often becomes," said Mrs Fairburn.

Derek Spencer, of the Malton and Norton Town Centre Management Team, said: "We would support that fully. Our job is to ensure that Malton and Norton are vibrant and full of vitality.

"Our impression is that small shops give you a better range of goods, and quality, and are often better value. High street shops are often all the same, whether you're in York, Leeds or Leicester."

Len Cruddas, chief executive of York and North Yorkshire Chamber of Commerce, said: "I strongly support the principle of buying locally wherever possible. "I'd also say that people should buy products made in North Yorkshire wherever they can."

The next farmers' market will take place at Malton market place on Saturday, and then on December 19. The next farmers' market at the York Livestock Centre, Murton, York, will be on Saturday.

Updated: 10:08 Tuesday, November 16, 2004