The younger generation, specifically those aged 18 to 27, are more inclined to shop at independent retailers than any other age group, with 74% favouring these over chain stores.
They are also willing to pay a premium for products sold by independent boutiques, purchasing items such as clothing, gifts and home decor.
Charlotte Broadbent, UK general manager at Faire, the company that commissioned the research, said: “The independent retailers we work with tell us that it’s often their youngest shoppers who most value the uniqueness and personal touch that independent stores offer over larger retailers.”
She added: “The fact they’re also prepared to pay extra for products sold by independent stores shows just how strongly they feel and how optimistic we should be for the growth of the independent retail sector in years to come.”
Overall, 56% of all respondents expressed a desire to shop more at independent stores than they currently do but cited the cost-of-living crisis as a factor driving them to bigger chains.
Nevertheless, almost a third reported shopping at independent retailers more frequently than they did two years ago.
The perceived benefits of shopping at independent shops include boosting the local economy (55%), the range of unique items on sale, and better customer service (both 45%).
Over six in 10 respondents claim that “a lot” or “a fair amount” of shops in their local area have shut down over the past year. And a staggering 82% believe their local high street needs a revival, according to the OnePoll research.
Respondents say they’d like to see a wider variety of shops (57%) and more independent ones (40%).
Charlotte Broadbent from Faire commented: “The number of people who want to see local high streets thriving again is huge.”
“We believe that supporting independent businesses is key to making this happen because they offer so many unique products and experiences that bigger retailers can’t.”