Businesses from across Lincolnshire will benefit from special terms to encourage them to make the most of this year's Lincoln Christmas Market.
The City of Lincoln Council is offering discounts of 15 and 10 per cent to Lincoln and Lincolnshire traders to help local businesses be among the 280 stalls taking part in the four-day event from December 6.
The initiative has already seen a 20 per cent increase in local businesses applying to take part.
The City Council’s Events Officer, Holly Parker, said: "We are delighted more local businesses are realising what a fantastic opportunity the market represents.
"As well as sales during the market itself it presents a great chance to showcase goods and services to people who may not be aware what local companies have to offer and who may become customers for years to come."
While some traders have been familiar faces for visitors over many years at the market, this year will see several local companies taking a stall for the first time.
Among the newcomers will be Steep Hill Wines who will be selling their special spiced cider infused with orange liquor from their stall in the grounds of the Lawn.
Manager Ben Straw said: It is an opportunity to give the business a push and we hope to see some new faces and pick up trade from some new people.
The Christmas Market is worth an estimated £10 million to the local economy with stallholders, local retailers and service providers all reaping the benefit.