Retailers in Hamilton have joined forces to revive traditional Christmas shopping experiences and encourage support for local businesses this festive season.

Their combined effort comes after a “slower” trading year and carries an emphasis on offering what online shopping cannot.

Sellers of books, beauty products and body-care goods are involved in the drive alongside those who offer clothing, homewares and gifts as they aim to make sure that residents and visitors have plenty of reasons to step into the City.

In addition to late-night and Sunday shopping opportunities, at least one operator plans to provide live music, cookies and hot chocolate as a reminder of Christmases past.

“In an effort to revive the energy, community spirit and festive magic of Hamilton’s city centre, Bermudian retailers are coming together this holiday season to offer extended shopping hours and special in-store experiences,” read a statement from the collective, which was borne out of a WhatsApp chat group.

“After a slower retail year across the island, local businesses are collaborating to create something Bermuda hasn’t seen in a long time — a vibrant, memorable Christmas shopping atmosphere designed for families, friends and visitors alike.

“Throughout December, many Hamilton retailers will open for late-night Thursday, Friday and Sunday shopping, making it easier for customers to explore the City, support local businesses and enjoy incentives designed to keep shoppers in stores longer.

“From exclusive promotions to festive treats, retailers are working hard to give customers an experience that online shopping simply cannot provide.”

Organisers added: “This is something Amazon can’t deliver.

“When you shop locally, you’re not just buying a product — you’re supporting jobs, families and the future of Bermuda’s small-business community.”

Rebecca Singleton, the founder of Tabs, said yesterday: “A few retailers set up a Hamilton WhatsApp group; it has 35 members and growing as more people hear about it.

“The idea was that this holiday season we all just wanted to come together to really create a festive spirit in the City; create that sense of community.

“All of us remember the days of Trimingham’s. Back in the day they used to close down the streets.

“As a kid I would go in for Friday late-night shopping. We would go as a family. You would go off and buy your parents a present while they were having a cup of tea, and there was a real sense of community, joy and Christmas spirit around it.”

She feared that the atmosphere was lost and described late-night shopping last year as “a total flop”.

Ms Singleton added: “To be open is a big expense — the team, the time, we’ve all got busy lives — it’s a big commitment for stores.

“All the retailers came together and said, look, if we do it together, we can share it between our audiences.”

She explained that by partnering with other businesses, each can advise customers on which shops are expected to be open.

“It just creates that support system,” she said.

Ms Singleton added that a good example of collective effort was the Christmas tree lighting hosted by the City of Hamilton last month, when shops opened later and reported positive sales.

She acknowledged that business owners also must play their part.

Ms Singleton said: “The hard thing for retailers is we’re competing with international brands.”

She added: “We’re one of the only sectors that can only hire Bermudians and yet we’re one of the only sectors that are forced to compete with international business.”

The shop founder said: “What we can offer is that people can actually touch and feel, they can try clothes on — shopping is an experience. It’s sad, really, that we’re so disconnected from it.

“Going to pick out your parents’ Christmas present as a kid was a big deal to me. I would go in and I would smell the perfumes and I would choose something they really loved.

“It’s very different from going on Amazon.”

Organisers of the local shopping drive said that many Bermudian shops meet or closely match US retail prices.

They highlighted that returns and exchanges are easy and immediate, while making purchases on the island keeps money circulating within Bermuda’s economy, strengthening the community as a whole.

The group said: “Every purchase made locally has a ripple effect.

“It supports Bermudian employment, contributes to the vibrancy of our city centre and helps ensure that Hamilton remains a lively, thriving place for residents and visitors.”

Ms Singleton noted that retailers also must provide reasons for people to be in town.

She said: “We have to create better experiences in our stores, we have to push harder, we have to get better websites, we have to give exceptional customer service, which you can’t get from Amazon.

“As a retail community as well, we need to step up to the challenge, and I think people are now.”

Drawing inspiration from what was once offered by department store Trimingham’s, which closed in 2005, Ms Singleton has invited her mother to play the piano in Tabs, and will provide cookies and hot chocolate.

Although not all of the operators have committed to late-night Thursday and Friday as well as Sunday shopping, it is intended that enough will be open on each event date to make a visit to Hamilton worthwhile.

The Bermuda Chamber of Commerce also published information about festive hours for island businesses.

Corinne Leite, a co-owner of Dreamscape Designs, which sells Bermuda-inspired gifts and other goods from its locations in Hamilton and St George’s, said: “I am all about the overall consumer experience — my passion is providing a great consumer experience within Bermuda for visitors and locals alike.”

The chartered accountant and artist added: “The biggest thing is garnering consumer trust again.

“One of the things that happens is ‘this one is open at this time and this one is open at that time’, so that’s why we’re trying to work together to have a community message to say, we’re all open for business and we’re in it together.”

Kimwana Eve, the owner of Lookie Lookie, which offers a space for multiple island vendors to sell their products, said the drive aligned with the ethos of her business.

“It’s convenient for the public when we’re all on the same page,” she added.

Ms Eve noted that with organisations such as the City of Hamilton, the Bermuda Chamber of Commerce and Washington Mall working together on the night of Rockin’ Around the Tree, a buzz was created with energy and crowds out shopping later than usual.

She said: “People want to spend their money in Bermuda; it just has to be convenient and the customer service has to be good.”

Ms Eve added that vendors continued to deliver goods so that Lookie Lookie could offer “small-batch, one-of-a-kind items”.

She said: “We’re really conscious about what we have in the store to share with the public.

“We’re really expecting Bermuda to shop local and to … be intentional about where you’re putting your dollars.”

• The Bermuda Chamber of Commerce’s “What’s Open List” can be found atwww.bermudachamber.bm