Traders have extended a warm welcome to soldiers, sailors and pilots by signing up to an armed forces discount scheme.
Stamford Town Team, which works to boost trade, has launched an armed forces support scheme.
Shops are now displaying a special sticker, pictured left, in their window to show that they offer discounts to service personnel.
Town team chairman Tim Lee said: “It makes total business sense. This is a win-win opportunity for Stamford’s businesses.
“The knowledge that Stamford is receptive will attract many members of the local armed forces community into Stamford, where they will receive special treatment.
“At the same time our footfall will be increased and extra turnover will be generated.”
Retailers taking part already include The Fine Food Store, Dawson of Stamford, Chameleon, Stamford Cheese Cellar and Sukies.
Peter Holland, who manages the Fine Food Store, was keen to sign up.
He said: “It supports people who are fighting for our cause.
“For businesses, it helps bring people in from the bases surrounding the town because they know that in Stamford they are offered a discount for the support they give us.
“It’s nice to be able to support them back. They are very important to the community.
“On a personal level my family were in the military, so I am happy to help.”
The town team hopes Stamford will become the first port of call for personnel from RAF Wittering, Kendrew Barracks and St George’s Barracks, along with any visiting from further afield.
Stickers can be picked up at any of the participating shops. The town team hopes shops, cafes, restaurants and pubs will sign up.
Alternatively, traders can get in touch with Tim Lee on 07919 000506 or e-mail email@example.com.