The town’s traders are urging shoppers to stay local and reminding people there’s lots on offer in Matlock.
A survey of independent businesses, released last month, showed traders were struggling and had low optimism in the town.
But business bosses say since the survey was carried out last October new shops have sprung up boosting hopes that the worst of the recession is over.
And as the green shoots of recovery start growing stronger, town leaders are urging shoppers to be positive about Matlock’s future.
Steven Murphy, who runs new shop Little Gem in Crown Square, said: “We’ve had up to ten new businesses opening over the last year or so and I think the town is on the up.”
Mr Murphy added that for a small town Matlock had a lot to offer and should celebrate its independent traders, rather than becoming a clone of other high-streets across the country.
Kate Lane, who owns the Cafe in the Park, said her business was booming.
She added: “We try and offer specials to customers to keep things changing.
“We are doing really well and are opening all year for the first time.
“I think businesses are trying so hard. We’ve just got to hope people support us.”
Matlock mayor Barry Hopkinson said he did a lot of his shopping in the town and urged people to do their Christmas shopping locally.
He added: “We’ve got a good mix of shops. Independent shops are very important in my opinion, they are the life and soul of the town.
“We haven’t got a lot of empty shops in Matlock and if they close they don’t stay empty for long.”