Communities across Aberdeenshire are experiencing a renewed sense of energy and purpose, thanks to a shared commitment to supporting local places and people. Through strong leadership and widespread community involvement, Aberdeenshire Council has helped turn the Scotland Loves Local Gift Card into a powerful driver of economic growth, social connection and long-term resilience.
Since launching the initiative in 2021, the council has worked to bring together independent businesses, community groups and residents with a clear goal: to help Aberdeenshire thrive from within its borders.
Councillors and businesses join forces in Ellon to promote the Scotland Loves Local Pledge – signed by Aberdeenshire Council leader Cllr Gillian Owen on behalf of the local authority
As one of Scotland’s largest council areas, Aberdeenshire is home to a mix of towns and rural communities. Its economy is shaped by a strong presence of small, independently owned businesses. The council recognised early on that encouraging people to support these businesses could deliver real, lasting benefits.
At a recent Scotland Loves Local webinar, participants heard how this approach is already making a difference – from boosting footfall on high streets to building a stronger sense of local identity.
The council’s engagement work has been both creative and far-reaching. Through in-person visits, business meetings, online webinars and local events, it has built trusted relationships across the region. These efforts are supported by consistent marketing across press, radio, social media and local advertising. The message is simple: when you choose local, everyone benefits.
The success of this approach is best seen in the experience of businesses who have embraced the campaign and felt the results first-hand.
Business Case Study: R&S Dyga, Fraserburgh
Ainslie, the owner of gift shop R&S Duga in Fraserburgh, has supported the campaign from the start. ‘It’s a great way to let customers spend across the whole region,’ she said. ‘It brings new people through the door, opens up more advertising for us and keeps the money in our local area.’
Business case Study: Dr Gordon Drummond, Cairngorm Lodges
Dr. Gordon Drummond, who owns a luxury accommodation business in the Cairngorms, uses the Scotland Loves Local Gft Card to reward staff. ‘Our business is about people, place and planet,’ he explained. ‘Using the card allows us to give something meaningful while supporting the wider local economy.’
The council’s approach also puts people at the heart of financial support. With an investment of £100,000, more than 15,000 households have been able to access help through the gift card. This support allows people to shop in their local communities without stigma.
Importantly, people with lived experience have shaped how this work is delivered, and council teams have received training to ensure support is always provided with care and respect.
The impact has been significant. More than £1.2 million has been loaded onto local gift cards, with in excess of £1 million already spent in shops and services across the region. About 40,000 transactions have taken place, and businesses report seeing new customers through their doors.
One business owner said, ‘We have had people visit who had never shopped with us before. Now they can see the quality we offer.’
While Aberdeenshire’s rural geography presents challenges, such as reaching dispersed communities and managing different levels of digital access, the council continues to respond with practical, inclusive solutions. This includes introducing card load points across the region, helping businesses adopt new technology, and embedding the campaign into wider council strategies.
Map showing registered businesses in Aberdeenshire
Looking ahead, the council is focused on continuing to grow the initiative. Plans are underway to strengthen communication with participating businesses, build relationships with corporate partners and reach younger audiences through targeted campaigns.
The council’s leadership on Scotland Loves Local has shown how powerful place-based working when communities, businesses and public services come together with shared purpose. At the heart of this progress is community action, with residents, business owners and local groups stepping up to make a difference in their own towns and villages.
By helping people choose local, Aberdeenshire is not just supporting its economy, it is building a more connected, resilient region grounded in shared responsibility and a genuine commitment to loving local.
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