All hail indie brands! It appears they’re a major driver of high street engagement with 29% of UK shoppers saying more independent stores “would encourage them to visit their local high street more often”.
Image: CACI
Based on CACI’s latest consumer analysis in its ‘Voice of the Nation’ survey, the findings highlight how the demand for independent retail “varies across regions, generations, lifestyles and seasonal shopping behaviours”.
It appears the desire for more independent brands “resonates more strongly with less frequent visitors” with 35% of those visiting their high street every two-three weeks, saying a greater independent presence “would encourage them to return more often”.
This appetite for indie 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.
In CACI’s ‘Acorn’ data segmentation, ‘Thriving Neighbourhoods’ show the strongest enthusiasm for independent retail (31%), with high prevalence in Bristol, Norwich and Milton Keynes, while ‘Established Affluence’ populations show less interest (26%) in areas including Cambridge, Reading and York.
Generational differences also reinforce this pattern, with Gen X and Baby Boomers both scoring 31%, while Millennials trail at 24%.
Focusing on Christmas shopping, the research also highlights a “compelling seasonal driver” with those who started shopping in August 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%).
This 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”.
Also, Christmas light switch-on events lead to spend surges of up to 29%, maintaining an uplift of 15% week on week, demonstrating the sustained impact of such festive moments.
Alex McCulloch, director at CACI added: “A strong independent mix is not just culturally valued; it is commercially powerful.
“Following Small Business Saturday [6 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.”
