A 12-day shopping promotion for 13 local businesses was launched this morning, aimed at maintaining the strong sales of Black Friday.

Economic Development Minister Grant Gibbons said the bermuda.com 12 Days of Christmas would help keep money on the Island where its benefit would be “multiplied many times over”.

“Spending those dollars locally will not only support jobs, it will enable retailers to keep prices lower and provide more variety and better service to all.”

Dr Gibbons was speaking at the Front Street department store Brown and Co, which will offer discounts today from 12pm to 4pm.

Bermuda Gas is to follow from 4pm to 6pm, said Glenn Jones of MediaHouse, operators of the bermuda.com site.

The promo, begun in 2010, has expanded this year, with the City Market taking part, as well as KFC.

Also participating are Pulp and Circumstance, iClick, The Complete Office, Lusso, AS Cooper and Sons, P-Tech, Annex Toys, Gorham’s and CellOne.

Mr Jones said shoppers would also be eligible for a draw to win two tickets from United Airlines to “anywhere in the continuous US”.

Added Brown and Co general manager Nicole Warren: “If Black Friday was any indication of a good start to the season for retailers, then the 12 days will be very fruitful for us. We want to make sure consumers remain excited and engage with this. Participation is very important.”

The shopping calendar will be posted online at the bermuda.com site.