Salford council backlash after tongue-in-cheek online shopping plea; critics say it hits local high street

A Labour-led Salford City Council faced immediate backlash after posting a tongue-in-cheek message telling shoppers to “sack off” the High Street and do their Christmas shopping online instead. The social media post, which has since been removed, appeared amid tough conditions for bricks-and-mortar venues as the government’s fiscal measures weigh on retailers and hospitality businesses.

The council’s post framed the online alternative as a response to the pre-Christmas rush, but residents and opposition figures argued it sent the wrong message at a time when local shops seek support. A local resident in Salford told local media that the council should be “supporting local businesses not encouraging locals to avoid them.” Bob Clarke, leader of Salford City Council’s Conservative group, said the post was inappropriate and urged more careful consideration before sending such communications, noting ongoing concerns over business rates and consumer confidence.

The post’s tone collided with the broader economic context. The British Retail Consortium has said December is among the most significant trading months for retailers, with Christmas shopping historically lifting sales volumes. In Salford, officials acknowledged the misstep. A council spokesperson said the tone was intended to be light-hearted but admitted it was off-target and quickly removed. The spokesperson also highlighted ongoing efforts to support small businesses in the area, citing initiatives that run up to Christmas, including “Small Business Saturday” promotions and free parking on Saturdays in council car parks.

The council pointed to a longer-term strategy that predates the incident, referencing its award-winning “Home is on your High Street” campaign launched in 2022. The campaign aimed to encourage people to return to local high streets after the Covid-19 pandemic and has continued to inform related activities in the run-up to the holidays. In the wake of the post, council officials emphasized that they have worked on a range of initiatives intended to help small businesses survive a challenging financial climate, underscoring the broader objective of sustaining town centers while acknowledging the pressure retailers face from policy changes that have increased costs for workers and premises.

Industry observers note that December’s performance remains crucial for year-end results, with many retailers depending on the holiday season to offset slower sales in other months. The incident in Salford comes as conversations around high street vitality and government policy continue to shape local council communications and the public’s trust in official messaging about shopping choices. While authorities insist the misstep was an isolated social-media error, critics say it highlights the delicate balance councils must strike between encouraging consumer confidence and promoting community-supported commerce on Main Street.