The perfect high street would have a patisserie, deli, farm shop, and vintage store, according to Brits. One in four adults feel their local high street is just surviving, and want to see a resurgence – with 81 percent stating it’s very important to keep their high streets alive.
Research of 2,000 adults found 29 percent said it makes them happy or excited to wander around independent shops, rather than standard chain stores.
And respondents also saw benefits to shopping with independent stores, citing they support the local economy (53 percent), provide better customer service (41 percent), and offer better quality and more interesting products (35 percent).
The research, commissioned by online wholesale marketplace Faire, found nearly three-quarters of shoppers visit independent retailers “often” or “occasionally”, with a third shopping local a few times a week.
In fact, 44 percent say they feel guilty if they do resort to shopping in supermarkets or chain stores.
And over half (54 percent) said they would shop online if there were forced to go further to shop – with 63 percent saying they would travel for up to half an hour.
Charlotte Broadbent, from the marketplace, said: “The research reveals that there’s a real passion to support the high street, with the British public recognising the benefits of shopping with independent retailers – citing that they offer high quality products and better customer service.
“However, we cannot forget the impact of the ongoing cost-of-living crisis, and it’s clear there’s a sense of guilt amongst consumers who naturally resort to shopping in supermarkets or in chain stores, on the hunt for value.
“Even in times where money might be tight, the results of this study really do back up the desire to see independent stores thrive locally – with consumers clearly showing they understand that supporting independent retailers helps the economy, and that they are keen to see a variety of stores on their local high streets.”
When it comes to what different generations want from their high street, 26 percent of those aged 25 to 34 want the perfect coffee shop that offers a flat white.
And 28 percent of Gen Z’s want all products to be sustainably created – more so than any other generation.
Meanwhile, for 58 percent of those aged 55 and over, a book shop with a cosy nook for reading was essential.
Zero-waste stores were in also in demand (33 percent) by those aged 35 to 44 – with 19 percent of this age group also keen on a craft beer seller.
A local butcher was a priority for seven in ten shoppers in the North East (71 percent), compared to just 33 percent in London – while 23 percent of Londoners wanted an art gallery.
And over half (57 percent) of those in the North West were keen on having a cake shop on their high street – while a bakery was important to three-quarters (76 percent) of those in the South West.
Nearly half of all respondents (48 percent) noticed a decrease in the number of independent shops opening, with 55 percent saying their favourite local shop had closed in the past two years.
Three-quarters (73 percent) said it made them feel sad or angry when they see a small retailer shut down – and 71 percent say it is now time for independent shops to take over the space on high streets left by the closure of big brands, like Wilkinson’s.
Charlotte Broadbent, from Faire, added: “Local independent retailers are the original influencers and trendsetters within their communities.
“Supporting them strengthens our community’s economic resilience, and helps consumers benefit from shopping experiences specifically curated with their interests in mind.
“We’re committed to erasing the inherent disadvantages that independent retailers face when competing against larger chains, and offer a variety of tools to help level the playing field, ensuring smaller retailers can compete on an equal footing.
“This research shows a real appetite for independent shopping, and we are happy to support retailers as they continue to contribute to the unique character of our UK high streets.”
