Tumbling profits are prompting traders across Ealing to try to match snap sales announced this week by fearful high street chains.
Every home in the borough will be sent a leaflet full of special offers, pressing the importance of shopping locally to counter the effects of the recession.
And shoppers can download vouchers from the website of Ealing Broadway BID, which has marshalled the support of 100 businesses.
The Gazette today joins business leaders urging people to back town centre traders facing tough times in the run-up to Christmas.
Council leader Jason Stacey said: "Clearly the economic recession has an effect, but that's also coupled with the fact that a lot of people go out of Ealing to shop. The way to support our town centres is to go shopping in our town centres. There are a lot of businesses that could be in danger if people stop spending. It's about traders keeping their prices as low as they possibly can, and maybe opening a bit later in the evening."
Cllr Stacey said he hoped plans for a Christmas fair to attract people to Greenford can be replicated across the borough.
And Labour leader Julian Bell said: "We've got to try everything we can, and I support any campaign to get people to shop locally."
Rosebys curtain shop in West Ealing is one of the most recent high street casualties.
Nicole Fouladgar, manager at the nearby London Joggers sports shop, said: "We're suffering. There's a lot of competition, especially from that new shopping centre in Hammersmith. I don't think the Government or the council are doing enough to help shops like us."
Vinay Bedi, partner at VKS Sports Equipment in Bond Street, Ealing said: "Business is bad. We are worried about our future. What the Government should be doing is lowering business rates."
And Lorraine Brier, manager at Pan Rings, Jewellery and Gifts in High Street, Ealing, said: "Business is up and down. You don't know what the next day is going to be like, and we've been here for 25 years. Places like Westfield haven't helped, but we feel the council is doing as much as it can."
The Ealing Broadway BID promotion includes 10 per cent discount vouchers for designer fragrances at Lewis Pharmacy in Haven Green, kitchen items at Whisk in The Green, maternity wear and designer baby clothes at Baby e in The Green, and treatments at Payam Hair and Beauty in Bond Street, along with many other offers for shops and restaurants.
Executive director Steve Breen said: "Ealing hasn't become a desert overnight - there still seems to be a good level of activity.
"Everybody recognises that the economy is slowing down. The shop local campaign is going to give people lots of incentives for supporting our local traders, and I think the package they're putting together is going to be very competitive."
Visit www.ealingbroadwaybid.co.uk to download the vouchers.
