Small Business Month usually means a chance for owners to up their game - but this October, they're asking shoppers to do so as well.
The month focuses on businesses boosting their knowledge, skills and networks, but comes with revelations many local shops are suffering a 20 to 40 per cent plunge in their downturn.
So there's one message for those who want to retain the variety of shopfronts in the city: make this month your small business month, too.
Tamworth Business Chamber president Jye Segboer told the Leader last week members had reported "a very slow last three months".
He said the prolonged drought meant shoppers either didn't have spare cash or were "just holding back for the unknown".
But with Christmas approaching, it was another chance to put money back into local people's pockets.
"There's never been a better time to support small business, so if people are out there starting their Christmas shopping, it's a good opportunity to think locally," Mr Segboer said.
"If you do find a cheaper price online, give our local retailers the opportunity to match the price.
"It keeps funds flowing through town ... it keeps people employed and keeps the entire economy flowing during these tough times."
Organisers of this weekend's White Elephant Spring Ball, raising funds for mental health services, have also shown how it's done.
They wrote to ballgoers asking them to adorn themselves with at least one locally made or sourced item.
"True to black tie tradition, we want everyone looking and feeling their best, but this year we challenge you to work a little local flair into your look," they wrote.
"Be it a pocket square, some hand-made earrings, a locally designed dress or a nod to native florals, we're excited to see what you come up with."