Shop bosses are hoping that Kettering is the first town in the country to achieve ambitious targets of having a shopper loyalty card in every household.
The Kettering Loyalty Card scheme, which offers shoppers discounts in several town businesses, will be expanded next month following a successful launch at the end of last year.
A total of 5,000 cards were given out last December, and as customers snapped them up, the team behind the initiative has now got more than 80 town businesses to join the scheme, ahead of its expansion.
About 10,000 cards will be dispatched to houses in Kettering starting next month, with a further 30,000 planned.
Newlands centre manager Neil Griffin said: “A lot of towns have a loyalty card scheme in place but we’re hoping to be the first area which has a card in every household.
“It’s all about keeping money local.
“If people can buy an item in Kettering, we want them to shop in the town instead of the likes of Corby, Northampton and Milton Keynes.
“The most important thing to remember is that it does not cost people a penny.”
Many of the traders signed up to it are independent, but larger chains like Specsavers, Waterstones and Pizza Hut are also on board, each offering a range of discounts.
Stuart Hopkins, from My Loyalty Card, said: “We’re expanding because of how well the last batch did. The idea behind it is to give an incentive to people to shop in the town.”