West End Lane Books in London's West Hampstead is featured with other indie retailers in Visa U.K.'s Christmas ad themed around the hashtag #KeepItLocalThisChristmas and featuring a unique interpretation of Mariah Carey's song "All I Want for Christmas Is You." The Bookseller reported that this "is Visa's first Christmas campaign in the U.K. in its 60-year history. Visa has also sponsored the Great British High Street Awards this year for the first time."
Visa noted that it "is switching the focus from what people are buying or who they are buying for--to where they are buying, encouraging shoppers to support their high streets and local communities this year."