Hitchin's independent businesses are urging residents to continue shopping locally amid concerns that ongoing roadworks are driving down footfall in the town centre.

Visit Hitchin has issued a public appeal asking shoppers to make the extra effort to visit the town's shops, cafés and restaurants, warning that disruption from roadworks is having a noticeable impact on visitor numbers.

With further works scheduled between now and Christmas, there are growing concerns about the potential impact on local retailers during one of the busiest and most important trading periods of the year.

In a message shared on social media, Visit Hitchin said: "Hitchin Town Centre Needs YOU!"

The organisation highlighted the number of roadworks currently taking place across Hitchin, with more planned in the coming weeks.

"Unsurprisingly this is having a noticeable effect on footfall in the town centre, especially on weekdays," the post said.

"Our town centre community is collectively asking all our followers to not just share this post but to try and navigate the roadworks and come and show some love for Hitchin's many wonderful independent businesses and town centre."

The appeal comes as local businesses prepare for the crucial Christmas shopping season, when increased visitor numbers and consumer spending can make a significant contribution to annual takings.

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While the full financial impact of the disruption has not been quantified, reduced footfall raises concerns about lost sales for independent retailers, particularly those that depend on passing trade and weekday customers.

Roadworks can also create challenges for shoppers travelling into town, with delays, diversions and uncertainty over access potentially discouraging visits.

Hitchin has long been known for its thriving independent retail scene, with a wide range of shops, cafés, restaurants and other businesses contributing to the character and appeal of the historic market town.

However, the latest appeal highlights the vulnerability of town centre businesses to prolonged disruption, particularly at a time when retailers are already facing wider pressures on operating costs and household spending.

Visit Hitchin is encouraging residents not to abandon their usual shopping trips because of the roadworks, but instead to continue supporting the local economy wherever possible.

The organisation concluded its appeal by saying: "We look forward to seeing you and please remember to keep supporting local."