Four out of five shoppers set to shop local this Christmas

This behaviour appears to be more common amongst younger shoppers, with millennials (aged 28-43) particularly partial to supporting local businesses. One in eight millennials who buy Christmas presents (13%) plan to buy all Christmas presents locally and a further quarter (27%) intend to make the majority of their festive purchases in their local community.

The findings also highlight a wider trend of shoppers staying local at Christmas, with people generally more likely to visit their local businesses over the festive season, than other times of the year. Habits vary according to the type of business, but arts and craft shops, toy shops and local food stores may see increased footfall from local residents. 

Community comes first

Reasons for choosing to shop local vary, but UK adults who shop at independent businesses in their local area are most likely to stay local because they want to support their community (45%). Other reasons include supporting the local economy (44%), finding better quality / unique items (28%) and receiving better customer service (26%). 

Some members of the community rely on local businesses more than others, especially those who require ease of accessibility. For example, 39% of shoppers choose local businesses because they are easier to travel to, rising to 50% of those aged 75 and over. 

David Schofield, Sustainability Director at Aviva, says: “It’s great to see that so many people plan to get ready for Christmas by shopping local. Choosing retailers close to home is a chance to meet friends and family, join in with community events, and explore what your area has to offer. 

“With four in five people recognizing local businesses as important to their communities, it’s clear that they offer more than just the products or services they sell. They are often at the heart of communities and play a big part in making our local areas, not just our Christmas presents, unique. This time of year celebrates kindness and the exchange of gifts. Supporting local businesses this festive season is about more than generosity, it boosts the local economy, and builds the network of relationships that help communities thrive all year.”

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^{i. Much more likely’ and ‘A bit more likely’ answers combined}

^{ii. The research was conducted by Censuswide with 2009 Nationally Representative UK Respondents in the UK between 31.10.2024 - 04.11.2024. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council}  

^{*Excludes respondents who don’t plan to buy any Christmas presents and is the reverse of ‘I don’t plan to buy ay Christmas presents from local businesses’.}