Indies hold key to driving lapsed shoppers back to high street

More independent stores have been cited by almost a third (29%) of shoppers as a key factor in encouraging them to visit their local high street more often.

That’s according to CACI, the data specialists focused on people and places, following its latest consumer analysis in its ‘Voice of the Nation’ survey, which also revealed that the demand for independent retail varies across regions, generations, lifestyles and seasonal shopping behaviours.

The desire for more independent brands resonates more strongly with less frequent visitors. Among those who visit their high street every 2-3 weeks, 35% say a greater independent presence would encourage them to return more often.

That suggests bolstering independent retail is pivotal in turning occasional visitors into more regular shoppers, “unlocking untapped high street value”.

The appetite for independent brands differs across the UK, with Wales topping the list at 34%, while the East of England (24%) and East Midlands (21%) show significantly lower interest.

‘Thriving Neighbourhoods’ found in the likes of Norwich, Bristol and Milton Keynes, showed the strongest enthusiasm for independent retail (31%), while ‘Established Affluence’ populations show less interest in areas including Cambridge, Reading and York (26%).

The generational differences revealed in the survey showed Gen X and Baby Boomers both scored 31% when asked if independents were a key driver for their high street visits, up from a more modest 24% of Millennials.

With Christmas shopping ramping up, the research also highlights a seasonal difference, as respondents who started shopping in August are almost twice as likely (38%) to be encouraged to visit a location due to more independent brands than those who wait until mid-December or later (21%).

According to CACI, that underscores how early, high spending festive shoppers are also the group motivated by a richer independent offer, allowing destinations to garner “a clear opportunity to capture more seasonal spend” by prioritising independent retail and using such stores in communication with potential customers.

Alex McCulloch, Director at CACI, commented: “Through our Voice of the Nation survey, we can highlight just how influential independent brands are in shaping high street behaviour. A strong independent mix is not just culturally valued - it is commercially powerful.

“Following Small Business Saturday (the first Saturday in December) shining a spotlight on local enterprise, CACI’s findings provide a timely roadmap for destinations looking to strengthen customer engagement, increase footfall and enhance performance throughout the festive season and into the new year.”

The new survey results follow CACI’s announcement that Christmas light switch on events lead to spend surges of up to 29%, maintaining an uplift of 15% week-on-week.