UK shoppers are being encouraged to "shop small" today to support Small Business Saturday, which aims to boost smaller enterprises.
The event, now in its second year, is backed by hundreds of trade organisations and more than 60 local councils are showing their support by waiving parking charges for the day.
Last year, independent businesses took £468m across the UK on the day and #SmallBizSatUK trended on Twitter all day.
Business and Enterprise Minister Matthew Hancock said: "There's never been a better time to start a business and I am proud that the Government has thrown its weight behind small business.
"This Saturday we have a first-rate opportunity to celebrate the hard working heroes of our economy and I will be shopping small throughout the day whilst visiting my family in Nottingham.
"Let's make this year's Small Business Saturday even better than the last."
To encourage the nation to get involved again this year, supporters of the initiative have been rallying the British public.
Artist Sir Peter Blake, who created the sleeve design for the Beatles' album Sgt Pepper's Lonely Hearts Club Band, created a piece of celebratory art featuring more than 60 UK shopkeepers with the tools of their trade.
Model Daisy Lowe will lend her support at an independent shop today.
She said: "I'm passionate about small, independent shops and have picked up some of my most treasured outfits from one-of-a-kind boutiques. I'm normally asked to model for big brands, but I jumped at the chance to be involved in Small Business Saturday and show my support for small, independent businesses too.
"I hope people around the country get involved and join me in shopping small."
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