Forest Leisure Cycling is among the 100 small businesses in the UK being featured in promotions ahead of Small Business Saturday, on December 7th.
The initiative has cross-party support, including Prime Minister David Cameron, Business Secretary Vince Cable and championed by Shadow Secretary of State for Business Innovation and Skill, Chuka Umunna.
The Burley-based retail and hire cycle shop is offering half price cycle hire on the day and is teaming up with Burley Business Association and the New Forest District Council to promote small businesses in the region, including Tea Rooms and New Forest Cider.
“There has been enthusiastic support from local authorities, which are critical in bringing local community activities to life on Small Business Saturday itself,” said Umunna.
"This is the day not only to celebrate the contribution local, small, independent businesses make to our economy and encourage people to buy from them but to highlight what they add to our communities so that we continue to support them all year round.”
The idea was founded by American Express over the Atlantic in 2010 and is a supporter of the programme in the UK. There's also plenty of backing for the initiative from the Association of City and Town Management, Federation of Small Businesses, Association of Convenience Stores, Northern Ireland Independent Retail Trade Association and Ingenious Britain, O2, Aldermore Bank, Make It Cheaper and entrepreneur James Caan.