One of the UK's 'prettiest' shopping towns is feeling the pinch as wallets tighten
Getty ImagesThree years ago it was named one of the prettiest places to do Christmas shopping by The Times newspaper and was praised for bucking the trend of struggling high streets.
But business owners now say it's the "toughest" and "quietest" they've known trading in Cardigan, the historic market town widely recognised for its "independent vibe".
The town in Ceredigion is dominated by small, independent businesses - with shops, cafes and restaurants saying increasing operational costs and a downturn in footfall are making it harder than ever for them.
One shop owner says he took just £4 in a day, while an artist closed the doors on his high street gallery last week because of business rates.
Many people across Wales have been in touch with BBC Your Voice ahead of the Senedd election to say they are concerned about the state of the economy, with many feeling the effects of rising costs and prices.
When I arrived in Cardigan it was busy, but it is the official start of the tourism season with the Easter holidays well under way.
And there was more concern about parking than polling ahead of election day next month.
After a few laps of the town I finally park and it's a £4 minimum charge for two hours.
Now I understand why there are concerns about the price of parking because it seems pricey for a rural town.
While parking costs are a local council decision it can potentially become a Senedd issue when there's a negative economic impact on high streets and growing calls for government intervention.
Ceredigion council said the rise which came in last summer would simplify charges and ensure the authority balances its budget.
Dafydd Davies is a third generation butcher at Dewi James a'i Gwmni, which has stood on the high street for 60 years.
He says "a big splash of fame" highlighting how the area was mainly made up of independent shops had drawn people to Cardigan.
But now people have "tightened their belts" when it comes to spending with the ongoing cost of living crisis, he says, and also that parking is a "real problem" in the town.
On wider issues, Davies said: "There's not enough being done to help secure and support the food industry in Wales.
"I think helping with rateable value for buildings and more needs to be done for training in our line of work like apprenticeships."
The company employs up to 18 staff between its sites, he adds.
"Staffing costs are going up again this month - more money going back into government pockets rather than helping independent businesses.
"Attracting younger people into the trade and apprenticeships would really help, but not enough training is given before they come to work at a butchers.
"I'm starting from scratch with apprentices in this sector, unlike electricians where they have grounding at college for at least a year."
Karen Jones, who works in the local café Food for Thought, says it's the quietest she's known Cardigan to be in the four years she's worked here.
"I think a lot of it is down to car parking charges and visitors are going elsewhere, but businesses are struggling and we are trying to maintain a really good independent high street here," she says.
"It's just getting harder and harder and the next government need to address that issue.
"There are a lot of progressive business owners here but we don't get the support we need."
Promise Fulstow, a shop assistant at gift shop, U Melt Me, says the area is reliant on the people who come to visit and spend money.
"Locals in the area don't have as much disposable income as the tourists, so we are reliant on the tourism trade," she tells me.
"Locals don't go out and spend money on drinks and meals or at gifts shops like this.
"Footfall has been down in past few months but it is now getting busier with tourists with the Easter holidays."
Ceredigion Penfro is a new constituency created by merging the Ceredigion Preseli and the Mid and South Pembrokeshire UK Parliamentary constituency.
It's also where Wales' first minister Eluned Morgan will fight for a seat in the next Senedd.
Whether she continues leading the country or there is a new first minister after 7 May, one artist who recently had to close his gallery wants them to note that Wales' business rates were also a concern for businesses.
Paul Hoare, who closed Bank Gallery in the town last week, said he was now moving to Morocco after five years of running the business.
"Lower business rates is what the next government need to do, that's reason I had to close my gallery," the 69-year-old says.
"£9,400 a year I paid in business rates on the gallery, and with the rising energy bills, I just couldn't sell enough art pieces to keep the doors open.
"It was disappointing to close the doors because I worked hard to keep it going for five years."
Others still working in the area are taking steps to stay afloat.
Philip Petersen took over the Prep Shop, an army surplus store, in the area and has a second job at a café to keep the doors open on his shop.
"It is quiet, one day I took £4," he says.
"To reflect how bad it is in the town, a charity shop had to shut in Cardigan - that should indicate that things are going down hill fast here.
"People are just buying food, paying rent, mortgages, fuel for the car and that's their expenditure.
"People don't have spare cash for hobbies, which this shop caters for.
Sam Selby took over the Saddlers Arms with his wife six months ago.
It's situated in the middle of the high street and the couple are optimistic for the future.
He's discounted the price of some pints to £2.85 from Monday to Thursday to attract punters to the pub.
"Me and my wife always wanted to run this pub because we met here eight years ago," he says.
"Trade this week has picked up over Easter but the increase in minimum wage has impacted us because we don't pay ourselves anymore. But that's something we have to take on because the cost of living has gone up considerably.
"But it's a quirky old pub, and that draws people in too."
The deadline for Senedd election candidate nominations is 9 April and a full list of candidates will be available for all constituencies on the BBC News website.
