A total of 32 firms have already signed up to The Rutland Card which gives people the chance to get discounts with the businesses taking part.

It is hoped to launch at the end of October.

Co-ordinator Marc Oxley hopes the scheme will prove popular enough to eventually roll out across the whole of the county.

He said: "The aim of the card is to encourage people to shop locally.

If we can encourage them to walk to the shops, or drive into Uppingham rather than further afield, not only will it strengthen the town's infrastucture but also cut its carbon footprint.

"I believe we should all be working together to make sure that the town's businesses can thrive."

Mr Oxley, a county councillor for Uppingham, came up with the idea after seeing the success of a similar scheme in Newquay where residents were being offered discounts to help breathe new life into the area.

Rutland County Council and Uppingham Town Council have backed the idea.

Mr Oxley, of Pleasant Terrace, Uppingham, said: "The card means residents of Uppingham and the surrounding villages can benefit from real savings when shopping locally."

Among those signed up to the scheme is florist Alison Lowe who opened Blossom in the town centre a month ago.

She said: "The discount card is great way to encourage people to support local businesses.

"High Streets in rural towns often need extra help to boost trade and to stop people travelling to the big cities for their shopping."

Each participating business has paid £30 to cover printing costs and they will meet next week to set up a committee for the scheme.

Cards will be delivered to every home in Uppingham with the autumn edition of the town council newsletter and Mr Oxley hopes parish councils will help deliver cards in Allexton, Ayston, Belton, Bisbrooke, Caldecott, Glaston, Lyddington, Ridlington, Seaton, Stoke Dry, Thorpe by Water and Wardley. They will also be available to hotel guests.

Where you can use the new card:

The shops which have signed up are Ashdale Pharmacy, Natural Possibilities, Forest Books, Garners, Goldmark Gallery, Made Gallery, Marc Oxley Fine Art, Mark Gilbert Antiques, Legacy, Rutland Antiques Centre, First Class Tyres, Sycamores, Aspidistra, Freeway Travel, Gilberts, The Real Kitchen Company, The Uppingham Carpet Company, The Banyan Tree Too, Blossom, The Glass Slipper, Impact and Ball Gown Heaven.

Pubs and restaurants taking part are The Crown Hotel, The Falcon Hotel, The Garden Hotel, The Lake Isle Hotel and The Silver Fish Bar.

Participating village businesses are The George and Dragon at Seaton, The Marquess of Exeter and The Old White Hart at Lyddington and The Old Pheasant at Glaston.