WITH just 11 weeks to go until Christmas the retail sector is gearing up for its busiest period of the year with a new initiative across the town centre.

Shoptober, the brainchild of inSwindon, The Brunel and The Parade, has signed up scores of business across all sectors in central Swindon to extend their hours so that people can have more time to shop.

More than 100 high street retailers, independent shops and eateries will remain open until at least 7pm every Thursday this month, with some continuing until the New Year.

Sports Direct, in Regent Street, is one of those which has committed to staying open until 8pm every week from now until after Christmas.

Manager Gareth Naffine, who has been with the company 25 years, feels this is something much needed in Swindon if it is to compete with other retail destinations.

“The extra revenue doesn’t go amiss, but I always feel like Swindon is behind the times or the rest of the country,” he said.

“Initiatives like this are great because there are many other towns which do late night shopping.

“There are many times I have been asked which nights we do late night shopping.

“We are also coming towards Christmas and if we can get some momentum behind this there will be a nicer atmosphere coming into the lights switch-on.”

Gareth has already committed to keeping his late night shopping option available until after Christmas in anticipation of a steep climb in interest.

With staff keen to pick up extra hours and plenty of jobs around the shop to do, he has no concerns about the late finish being a waste of time.

Another manager keen to reinvigorate the town centre’s retail district with late night shopping is Game’s Paul Coles, who has been working at the store for just over 12 months.

“It’s good because Swindon town centre has been flagging with the out of town retail places like Orbital and Greenbridge,” he said.

“In the time I have been running the shop I have seen quite a few places close.”

Like Gareth, he is unsure whether the customer base will be there initially, but hopes the inclusion of retailers such as Debenhams, Marks & Spencer and H&M will provide the pulling power needed to generate footfall.

“It wasn’t particularly busy for us on the first night, but as we get closer towards the Christmas shopping period it will be fairly advantageous,” he said.

“I do quite often shut at 5.30pm wondering whether I should stay open until 6pm for those office workers, who might be wanting to nip into town after work, but similarly I know if the big shops aren’t open it’s unlikely.”

For a full list of the Shoptober participants, visit: swindontowncentre.co.uk.