VERY Ledbury has become the buzzword in the historic market town, during the run up to Christmas, with more and more traders choosing to promote their businesses, and the festive spirit, through The Ledbury Reporter campaign.
Facebook has been humming with dozens of Very Ledbury comments since the turn of the month; and a Christmas cornucopia of services, goods and events have been on offer to tempt and inspire: from fortune telling to stunning jewellery; from arts and crafts to wildlife sculptures; from blankets to cakes and cafe treats.
And traders have not been shy to show they truly have the festive spirit.
As one Homend Mall trader expressed the seasonal sentiment: "It's beginning to look a lot like Christmas."
Events promoted on the site so far have included the town's Fairy Door Trail and the Herefordshire Guild of Craftsman Show in the Market House, which ends this Sunday, December 20.
Some businesses have even been offering mince pies and mulled wine to shoppers, to help spread the Christmas cheer.
This Sunday, Ledbury will be ready for the shoppers, for a special Sunday opening day.
In fact, many Ledbury businesses have put the welcome mat out to trade every Sunday this month, during the countdown to the big day.
And free Sunday parking, which is one of Ledbury's advantages over other market towns, is another reason to travel in for those extra special festive gifts.
And, looking on, will Ledbury enjoy a white Christmas this year, like the one it did enjoy in 2010, when snow lay thick on the ground for Christmas Day?
Sadly, at the time of writing, the outlook for Christmas morning, 2015, appears to be mild with some rain.
However, this could change; and whatever the weather, Ledbury's Christmas spirit will surely remain undimmed.