PRIMROSE Hill Stores in Lydney could be the next victim of the credit crunching beast destroying our rural communities, says its boss.

Stan Varley says shopping habits will have to change dramatically if traditional businesses are to be saved – and his shop could be one of the first on the line.

"The problem we have got is that people say the shops are the heart of our community, but then jump in the car and go to Tesco," he said.

"We need people to do their meal shopping with us, to buy their alcohol here and we will do whatever we can to stock what they need.

"I think all the shops in Lydney are in the same boat, but there is only one life jacket!

"If people do not start supporting us, then without a doubt we will have to close."

He gives the shop around two months before closure unless local people make serious changes in shopping habits.

The closure of the Post Office in the store sounded the death knell for the family-run business. Since then revenue has dropped by a half.

"We have done absolutely everything we can to provide for the hill and we now stock DVDs, have a garden centre, motoring section and DIY," said Mr Varley.

"If we don't have something in, we will get it for customers for the following day and bend over backwards to help them."

But he fears he mayhave to sell up.

"If business doesn't pick up, we might have to sell up and maybe move to Greece."

Lydney mayor Terry Glastonbury said: "He has my sympathies – the shop was a new venture for him and it must have been a blow to lose the Post Office.

"I suggest he joins Lydney Traders' Association to see if that makes any difference. I suppose that now the Post Office has closed the older people have to go down the hill to get their pensions and do their shopping while they are there. It will be a real loss for the hill if his business closes."

But Cllr Glastonbury says he is generally optimistic about Lydney's trading prospects and that the town is generally quite vibrant.

However Simon Hunter of the Newnham delicatessen Hunter & Todd echoed Stan Varley's concerns.

"If people in the village bought just one or two items a week it would make a difference. It's too easy to rely on other people to keep local businesses going. We are doing what we can to add to the livelihood of the village and support local producers."