THE Minehead Loyalty Card scheme, which at its height had over 100 shops and several hundred shoppers involved, is finishing at the end of the year.

The scheme, set up as a joint venture between the town’s chamber of commerce and Revive Minehead, with the financial help of West Somerset Council, has seen a gradual drop in popularity since its launch two years ago.

Now the chamber of commerce, which financed the £50 a month prize vouchers, has decided to close it it due to dwindling numbers of cards being returned and a lack of shops wanting to be positively involved.

“I am disappointed and wish it had gone on longer, but it costs £600 a year and we feel the money could be spent in a better way to promote the High Street,” said Graham Sizer, former chairman and now vice-chairman of the chamber, who is responsible for the scheme.

Loyalty card schemes are used in many other towns around the country to promote local high street shops, and is not open to national outlets.

Mr Sizer said: “It works well in some towns and worked well here for the first year. Unfortunately, although a dozen shops continue to promote it because they can see the benefits of extra trade, some, especially the low price high volume outlets, have sidelined it in the cause of efficiency.

“It is a labour intensive scheme and really needs a full-time promoter. There are other projects in the pipeline that will need financing in the future, so it’s time to change.”

Chamber of Commerce chairman Alex De Mendoza thanked Minehead shopkeepers and shoppers for entering into the spirit of the scheme.

And Fay Dyke, of Revive Minehead, said: “The scheme was set up as a high street promotion but acted as a bit of fun as well.”

In the scheme’s first month, butcher Albert Hartgen offered a hamper of fresh meat as an extra prize, and as a goodwill gesture is doing the same this December – just in time for Christmas.

Last month’s winners were: Jean Granfield of Blenheim Road £25; J M Long of Whitegate Road £15; third, Stephen Butcher of King George Road £10.

People who have half filled cards are being asked to get them filled and posted in the boxes at Exmoor Producers Shop in Friday Street, at the Town Hall, at Minehead Sports or at the Information Centre at the Beach Hotel by December 19.