Consumers prefer to shop with businesses with ‘correctly spelt’ names

Business names with a link to UK heritage and family ties are more appealing to shoppers than those that use puns...

89% of UK shoppers favour businesses with ‘correctly spelt’ names and are more likely to shop there, according to new research from Barclays Business.

Surveying over 2,000 shoppers, the research found that consumers also prefer businesses with names which link to UK heritage (72%) while 64% of consumers are more likely to shop with a business that uses a family name.

Businesses with ‘punny names’ are much less likely to attract custom; 60% of respondents said they would be put off from shopping with a company that has a pun in its title. Shoppers also listed Royal references as the biggest-turn off for business names – two thirds (76%) of consumers wouldn’t shop at a company with a reference to the Royal Family.

Adam Rowse, head of business banking at Barclays, said: “When starting a business, the naming and branding process can be very influential for future business success- it tells consumers everything they should know about the business and first impressions count.

“Our poll shows that it’s important not to overlook the finer details such as grammar or spelling which, if incorrect, can be detrimental to trade. Businesses that demonstrate their UK heritage resonate well with consumers and we know the value that Brand Britain has on both domestic and overseas spend.”

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