Visit Herefordshire has taken inspiration from Ledbury born writer and poet John Masefield and his classic children’s novel Box of Delights to theme a Christmas campaign to entice locals and visitors alike to the county’s market towns for feel-good festive shopping. Check out the new Bag of Delights shopping guides to Ledbury, Leominster, Ross on Wye, Kington and Bromyard here.

The guide invites visitors to turn their Christmas shopping into a winter break – to mooch around the historic market towns and uncover hidden delights in the independent shops, to stop off at cosy cafes and stay a night or two in a local hotel or B&B.

The Winter Delights online shopping guide hub includes accommodation offers and local festive events to make it easy to add in a wreath making workshop, a Victorian Christmas Fayre, a walk along a festive light trail or head up a hill for a wintery view with a flask of local mulled cider.

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“We really wanted our Christmas campaign to support our market towns and show off just how magical they are especially in mid-winter. The aim is to inspire Herefordians to shop local, support Herefordshire’s economy and enjoy the sparkly lights and window displays of the market towns and their high streets rather than trudging into bland shopping centres with the usual chain stores and shouty promotions. We have incredibly talented producers countywide from blacksmiths to cider makers and pie bakers, as well as creative retailers bringing this all together on the highstreets and out of town shopping opportunities.

Kate Tudge, Director at Herefordshire County Destination BID who are funding the campaign

“The Bag of Delights shopping guides are all about highlighting what a delight it can be to shop in our market towns and to reignite that warm feeling we can all get by supporting local businesses who are striving to deliver great customer service,” Tudge added.

While the guides are all about considered gifting as well as helping out with inspiration for tighter festive budgets, shoppers will be led to independents where quality, saving money, sustainability and friendly shopkeepers are the highlights. What’s more the rising demand (and acceptance) for gifting pre-loved means the guides include charity shops, vintage and antique emporiums too.

And, for each of the five towns there is even a festive shopping ‘Bag of Delights’, Visit Herefordshire’s very own suggested gifts to help give inspiration for those still stuck on ideas which might include a gift for retro-lover, fashion follower or crafty kid. There is also a dedicated ‘Bag of Delights’ for foodies too as well as an extended guide to where to shop for the best foodie gifts here.

For example, just a small selection of Ross on Wye’s ‘Bag of Delights’ includes Berry fur-lined gloves from Boutique at No 2, Burgundy table runner from Liveinloom, James Gourmet Coffee, Wythall Estates Red wine, Velvet Arya set from Walker and Walker, Franks biscuits from Truffles Deli and William Morris - white iris soap and dish set from Lizzie Bunting.

For fun and to inspire others, shoppers are encouraged to build their own ‘Bag of Delights’ and to relax into a slow shopping vibe, taking the time to enjoy finding thoughtful presents while sharing their discoveries on social media using the hashtag #BagofDelights.

Those looking to make a short break of it there’s some great offers on overnights stays too.

Choose from hotels, B&Bs and self-catering. Book directly and quote ‘Visit Herefordshire’ each time.

The New Inn, St Owen’s Cross, near Ross on Wye

Originally a 16th-Century coaching inn, this 2-AA Rosette foodie pub with its AA 5-star luxury bedrooms near Ross-on-Wye offers food and drink with a firm focus on local produce.

Offer: anyone staying at The New Inn between now and Christmas who quotes ‘Visit Herefordshire’ when they book directly, will be treated to a couple of complimentary glasses of wine each (up to the value of £5 per glass) from the wine menu. There is an extensive wine list to choose from including many from Herefordshire. Doubles are priced from £160 B&B.

The Feathers Hotel has been a resting place for travellers since 1564 and remains a much-loved part of Ledbury’s history. Full of character and charm the hotel and the restaurant offers excellent food and a perfect base for a Slow Shopping break.

Offer: There is a 15% discount on standard flexible rates been offered between now and 22 December 2022 with prices starting from £75 for a double B&B per night.

Kilpeck Inn, Kilpeck near Hereford

Located in the historic village of Kilpeck The Kilpeck Inn is a country pub with rooms offering local and seasonal food, real ales and fine wines with a warm and welcoming atmosphere.

It’s the perfect rural base to use when shopping in Ross, Kington and Hereford. Stay in one of their ensuite bedrooms, warm up by the fireside after a walk up nearby Garway Hill and enjoy 25% on stays with rooms starting from just £100 (£75 when you book direct and quote Visit Herefordshire), for a double including breakfast.

The Riverside, Aymestery near Leominster

Having just won the title of the most sustainable pub of the year in the Great British Pub Awards 2022, The Riverside is the perfect base for those looking to combine a stay in this 2 AA rosette foodie pub with rooms with a spot of Christmas shopping to really enjoy delving deep into Leominster’s vintage and antique shops and arcades. The hotel dedicates its two acre smallholding to its bees, pigs, chickens, a heritage orchard and two kitchen gardens all of which make up the bounty of ingredients for its talented chefs.

Quote ‘Visit Herefordshire’ to receive 10% off any room booking made direct for a stay until now and the 24 December, as well as 10% for lunch bookings Tuesday to Friday for the say period. Doubles start from £90 B&B per night for two sharing (so £81 with the discount).