Swansea shoppers are being offered discounts at scores of shops and other businesses in the city centre.
Swansea Council has introduced a loyalty card for city centre visitors as part of its drive to boost footfall and give traders a helping hand during difficult economic times.
The loyalty cards can only be redeemed in person in businesses taking part in the scheme.
Businesses such as the Dragon Hotel on the Kingsway and Revolution on Wind Street are among those to have already signed-up.
Shoppers will be able to get regular updates on the latest loyalty card offers on www.swanseacitycentre.com/loyaltycard
On top of the bargains to be had, anyone who registers their loyalty card on the website will have the chance to win prizes.
Loyalty cards will be made available at a variety of city centre-based events over coming months.
Visitors can also get hold of a card by popping into the City Centre Management offices on Plymouth Street.
Cllr Chris Holley, Swansea Council Leader, said: "We're delighted to launch the loyalty card scheme in partnership with the South Wales Evening Post.
"Swansea city centre is the regional shopping capital of south west Wales but these are tough economic times and we need to do all we can to help our traders.
"We hope the loyalty card scheme will encourage more and more people into the city centre to discover everything that's available there. We should all be proud of our city centre and its fantastic mix of independent traders, leading high street names and the largest indoor market in Wales.
"Swansea city centre offers a high-quality shopping and visiting experience for people of all ages and tastes."