Ilkley employer backs ‘shop local’ campaign ahead of Christmas
Ideal Extraction is backing the ‘Choose local. Make the switch’ campaign, encouraging organisations to support local businesses through Christmas rewards and incentives.
The Ilkley-based engineering company has switched to the Ilkley Gift Card for employee rewards, giving staff greater choice while supporting businesses in the town.
The move comes as new 2026 research from Miconex highlights growing demand for choice, convenience and local support in employee rewards. 98% of organisations said supporting local was important, while 89% said corporate social responsibility [CSR] had become more important over the past year.
Choice is also increasingly valued by employees, with 94% saying it is important in rewards and incentives. Meanwhile, 88% would like a gift card from their employer at Christmas, rising to 98% for a gift card supporting local and national independent businesses.
Town & City Gift Cards, including the Ilkley Gift Card, can be spent at participating shops, restaurants, salons, attractions and services, keeping spending within local economies.
Ideal Extraction Director Helen Rhodes said: “We moved to using the Ilkley Gift Card to give our staff more choice and show our support for local. It’s a win-win.
“I was aware of the Trivial Benefits Allowance and after doing some research, I realised I was able to gift staff a £50 Gift Card multiple times each year, tax free. This is ideal as a way to give our staff perks throughout the year. It also feels more special than giving staff money through payroll, which is then taxed.
“At Christmas time in particular, you want to support your town and its businesses and a Town & City Gift Card makes a lovely present for your staff. I don’t know anybody that has received an Ilkley Gift Card and not enjoyed it. If more organisations made the switch to local, the impact on our towns and cities would be enormous.”
Launched by Ilkley BID in 2022, the Ilkley Gift Card can now be spent with around 80 local businesses.
Ilkley BID Manager Sarah Brookfield-Almond said: “The Ilkley Gift Card is the ultimate ‘shop local’ Gift Card, and can be spent with both big brands and independent businesses in the town, offering far more choice than a regular gift card. Not only does the card offer outstanding choice for staff, it offers real support for Ilkley businesses as the cards have to be spent in our town, with participating businesses. Making the switch to the Ilkley Gift Card this Christmas ensures your employee benefit also benefits your town.”
Miconex CEO Colin Munro added that the cards are helping drive local footfall and spending. In 2026 research, 65% of recipients said they had made a specific visit to spend their gift card, while 69% used it to try a business they had never visited before. A further 80% spent more than the value of their gift card.
Find out more about the Ilkley Gift Card at https://townandcitygiftcards.com/product/ilkley-town-centre-gift-card/
