THE Capital's boutique stores are attempting to lure young shoppers by offering them the first podcast guide to shopping in Edinburgh.
The off-the-beaten track stores feature prominently on the Christmas shopping guide targeted at the "iPod generation".
Visitors to the Edinburgh Inspiring Capital website will be able to download the guides presented by Radio Forth disc jockey and
Evening News columnist Grant Stott.
The series of podcasts – which last more than 20 minutes – are designed to be listened to at home before setting out for the shops or downloaded on to an MP3 player and listened to as an on-the-go guide around the city's streets.
They offer advice on some of the shops that sell a wide selection of gifts, including the boutique stores.
There is also information on the city's celebrated festive entertainment programme, as well as some of the "pit stops" to retire to for a coffee break during a hard day's shopping.
The three podcasts, which cost £2000 to create, were launched today following funding from the city's Open for Business campaign, set up to encourage people into the city centre during tram construction work.
Graham Birse, chairman of Open for Business and deputy chief executive of the Edinburgh Chamber of Commerce, told the Evening News today: "Although technology is increasingly playing a part in the way that we shop, people still like to see products for themselves and buy them in-store.
"This podcast is therefore the perfect combination of the two – it allows shoppers to access a great range of information at home or on the go, and complements the experience of the shopping trip, rather than detracting from it."
He added: "Most people that come into the city centre will orientate themselves around the main shopping precincts but what we're trying to do is also make people understand the boutique shopping that we have here – something a bit different."
Previous events in the Open for Business campaign have included the Month of Sundays, a programme of co-ordinated activities each Sunday in September; Spa In The City, which saw the city centre turned into a spa hub; and the creation of the branded West End Village.
The £100,000-a-year scheme has also helped fund free parking at selected times and city centre brochures.
Throughout November and December there is free on-street parking on Saturday afternoons after 1pm and after 5.30pm on weekdays in the city centre, West End, Grassmarket, Old Town and Tollcross.
A Facebook group has also been set up to go alongside the podcast. It will update shoppers on the latest shopping tips and gift ideas. Grant Stott said: "The podcast's great for those who panic when it comes to finding the ideal gift, but it's also helpful for hardened shopaholics too, because it's full of tips for finding hidden gems.
"The festive season in Edinburgh is a pretty magical time, and the podcast is perfect for ensuring you don't miss any of it."
Right click on the links below and 'save target as' to download Podcast_1 'Shopping For Gifts' MP3Wav Podcast_2 'Festive Entertainment' MP3Wav Podcast_3 'Christmas Shopping Pit Stops' MP3Wav