A Labour-led local authority has faced a significant public backlash after it used casual slang to encourage residents to abandon pre-Christmas shopping trips to the High Street.
Social Media Slang Sparks Fury
Salford City Council posted a message on its social media channels telling people with festive shopping still to do to 'sack it off' and opt for online purchases instead. The now-deleted post, described by the council as 'tongue in cheek', warned that town centres were 'gonna be hammered now'.
The advice immediately drew anger from locals and politicians, who argued it undermined physical retailers, cafes, and pubs during their most crucial trading period. This controversy emerges as bricks-and-mortar businesses grapple with rising costs from National Insurance increases, the higher National Minimum Wage, and a recent business rate revaluation.
Local Business Support Called Into Question
The council's stance was swiftly condemned. One furious Salford resident stated the authority should be 'supporting local businesses not encouraging locals to avoid them'. The criticism was echoed by Conservative group leader on the council, Bob Clarke.
Speaking to the BBC, Clarke said: 'We should be supporting our local shops as best as possible, and probably think things through before pressing the send button. It is slightly inappropriate, especially with the problems businesses are having with the current government.'
The timing is particularly sensitive. According to the British Retail Consortium, December is one of the most significant trading months for the retail sector, with Christmas shopping vital for annual sales volumes.
Council's Defence and Past Initiatives
In response to the outcry, a Salford City Council spokesperson acknowledged the misstep: 'Unfortunately, on this occasion, the tongue-in-cheek tone was slightly off. It was not intended to cause concern, but we responded quickly and removed the post.'
The council moved to highlight its record of supporting local commerce. Its spokesperson pointed to recent social media promotion for Small Business Saturday and the offer of free Saturday parking in council car parks in the run-up to Christmas.
They also referenced the council's award-winning 'Home is on your High Street' campaign from 2022, which aimed to drive footfall back to local centres following the Covid-19 pandemic.
Despite these past efforts, the ill-judged social media post has sparked a debate about the messaging used by public bodies and their role in bolstering struggling high streets during a cost-of-living crisis.
