NORWICH – The Norwich Merchants Association is taking a new approach to encourage people to shop local.

On May 1, the Merchants Association will start rolling out “Merchant Money,” gift certificates that are redeemable only at participating businesses in the Norwich area. The goal, explained NMA Vice President Linda McNeil, is to promote shopping local while giving consumers more options to find that perfect gift.

“In past years, I have had several people who have come to me and ask if we have gift certificates for people, but they don’t know where they shop,” McNeil said.