The Good News for Small Retailers Is That Shoppers Love You
Small retailers have lots of concerns this holiday season: A shorter than normal holiday shopping period, fallout from the government shutdown affecting consumers’ confidence and spending, and competition from big-box and online retailers with more sophisticated digital marketing tactics.
But there’s some good news that could potentially offset those difficulties: The 2013 Deluxe Annual Holiday Shopping Survey reports that consumers have a lot of goodwill toward small, local businesses and a great willingness to shop there.
More than one-third (35 percent) of consumers say they are going to shop at local, small businesses this year, an increase from the 27 percent who planned to last year. Of those, 57 percent are specifically doing so because they feel it is “important to support local businesses.” In addition to those who already plan to shop at small businesses, the vast majority (95 percent) of respondents say it’s important to support local independent businesses.
