Salford council under fire over 'sack off' High Street online shopping post

A Labour-run council in Salford faced swift backlash after posting a tongue-in-cheek instruction for Christmas shoppers to “sack off” the High Street rush and shop online instead. The message, which has since been removed, was part of an online post that critics said could undermine local merchants already grappling with higher costs and slower consumer confidence amid a tough economy for retail and hospitality.

The post read in part: “If you've still got Christmas shopping to do, and you're planning to go to town or elsewhere, sack it off and do it online instead, it's gonna be hammered now.” The comment, delivered in slang, was meant to be lighthearted, according to a Salford City Council spokesperson, but the council acknowledged the wording was not appropriate in context.

Reaction to the post was swift and sharp. One resident in Salford told local reporters the council should be supporting local businesses rather than encouraging residents to bypass them. “We should be supporting local businesses not encouraging locals to avoid them,” the individual said, underscoring the tension between online shopping trends and efforts to bolster brick-and-mortar retailers during a crucial trading period.

Bob Clarke, leader of Salford City Council’s Conservative group, criticized the post as poorly thought out. “We should be supporting our local shops as best as possible, and probably think things through before pressing the send button. It is slightly inappropriate, especially with the problems businesses are having with the current government with business rates and consumer confidence,” Clarke told the BBC.

The timing of the controversy matters: December is traditionally one of the most important trading months for retailers, with Christmas shopping contributing significantly to their annual sales volumes, according to the British Retail Consortium. The social-media furor comes as business costs have been rising for shops and hospitality venues, fueled by policy shifts in budgets that have affected National Insurance, the National Minimum Wage, and the business rate revaluation.

Salford City Council has sought to situate the incident within its broader support for local businesses. A spokesperson said the tongue-in-cheek tone was “slightly off” and stressed that the post was not intended to cause concern. The council said it removed the post promptly and highlighted ongoing initiatives aimed at helping small businesses in the area.

The spokesperson noted recent efforts to promote local shopping, including posts tied to Small Business Saturday and the offering of free parking at council car parks on Saturdays in the run-up to Christmas. The council also cited its award-winning Home is on your High Street campaign, launched in 2022 to encourage residents to return to local high streets in the wake of the Covid-19 pandemic. By pointing to these campaigns, officials argued the council remains committed to supporting local traders even as it navigates a challenging macroeconomic environment.

The episode illustrates the broader pressures facing retail districts in major towns and cities as shoppers increasingly migrate online. While officials say online shopping offers convenience, business groups emphasize that thriving high streets depend on balanced policies, supportive parking decisions, and timely, respectful communications with residents and customers.

As the holiday season continues, observers will be watching to see how Salford and other councils adjust their outreach and what concrete measures will follow to sustain local retail ecosystems in the face of sustained cost pressures and changing shopping habits.