Residents are being urged to 'shop local' and retailers have been asked to improve their performance as part of a new campaign to increase sales.

The Bermuda Small Business Development Corporation (BSDC) yesterday announced it had partnered with the Bermuda Chamber of Commerce on an advertising drive directed at retailers and shoppers.

The campaign comes in the wake of Retail Sales Index figures released this week which show a 5.9 percent drop in spending for September.

"More than any other time in our history, we Bermudians need to sustain our economy by spending our dollars wisely, here at home, to support our retail sector," said Economy, Trade and Industry Minister Kim Wilson at the launch.

"The people who work in this sector are not strangers to us. They are our neighbours, they are our aunts, our uncles, our brothers, sisters, mothers and fathers. They are our community, they are our families, and we must give them the support they need not only during this holiday season but beyond."

A series of TV ads featuring retailers "from Front Street to the North Hamilton Economic Empowerment Zone, to the Warwick Rubber Tree vendor market, and everywhere in between" will air in the coming days, she added.

Those efforts will be boosted by "a unique marketing approach" which will travel across the Island to boost interest in shopping here. The scheme will utilise 3D graphics and mobile walls.

Kristi Grayston, who chairs the Chamber's Retail Division, stressed that the entire Island benefitted when residents supported local business.

"When you spend your dollars overseas, they don't come back and they're not going to help us," she said.

BSDC assistant general manager Lucrecia Ming said ten shops have agreed to provide better service and more variety.

"We know that at some point the economy will pick up. We want an educational programme to help retailers but we also need to educate the public to spend dollars in Bermuda now. There's a lot that goes outside the Island. We're not asking people to spend all their dollars on the Island, just to have a budget. Put aside ten percent that you might spend overseas and spend it here. It's not a lot, but it's a start."

BSDC general manager Michelle Khaldun said that with local retail figures falling businesses needed to step up their game.

"This is an opportunity for us to advocate and educate both sides. There's no sense just flag-waving to shop locally. People want to see value, improved customer service and better variety. We also want locals to look at what we have at home."

Ms Grayston said the top complaints about local retail are price, selection and service. Retailers were working harder on customer service, but price was limited by the smaller quantities purchased.

"Selection is where it becomes the community's role. We can't provide the selection if people aren't spending their dollars with us. That's what gives us the cash flow to be able to bring in more."

Four short vignettes featuring service providers and shoppers will promote the 'shop local' scheme on TV.

Mobile walls will be deployed at AS Cooper & Sons, Brown & Co and the 24 hour Esso Tigermart. Ads will also run at stores with in-house plasmas screens the BSDC office on Church Street, Daisy & Mac, New Life Fashions and Peoples' Pharmacy.