One in five Brits now shop with independent retailers
Consumers prefer to shop in-store at independent retailers rather than shopping online or at market stalls, myHermes study reports
One in five Britons shop with independent retailers more than they did a year ago, rising to 30% among those aged 18-24, according to research conducted by The Leadership Factor on behalf of myHermes.
Surveying 2,000 adults, the study found that 8% of consumers shop at independent retailers every day, 55% once a week or more frequently, and 85% at least once a month. 13% said they actively sought to shop in independents,k with Londoners most likely to shop with an independent small business (19%).
Shopping in-store with an independent retailer was the most popular shopping method, followed by e-commerce (33%) and shopping at market stalls (24%).
Proximity was cited as the factor that most encouraged people to shop at an independent retailer (48%), followed by recommendations from friends and family (40%), trusted payment options (33%), a well-functioning website (29%) and trusted delivery options (29%).
38% of those surveyed agreed that independent retailers offered better customer service, 23% felt that the products/services supplied by independent retailers were better quality, and 22% said that the internet had made it easier to shop with independents.
Joanne Morley, head of marketing at myHermes, said:
“We’re encouraged by the results of this research that show not only do we shop with independent retailers more than we did a year ago, but many of us are actively looking to support independent retailers over the retail giants.
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“This research helps independent business owners understand what they need to do to grow in an increasingly competitive marketplace and attract new customers – both online and offline.”