Independent businesses win on customer loyalty
- Metro Bank partners with Green & Blacks co-founder Jo Fairley to highlight the importance of local businesses to the community and to shoppers
- 4 in 5 consumers feel more valued at local shops
- 2 in 3 shoppers (64%) say they visit local independent businesses at least once a week.
- Top reasons for shopping local include keeping money within the community (70%) and preserving community identity (47%).
- More than 70% of consumers believe that local businesses are vital in creating jobs in their community.
Consumers are showing a clear preference for local independent businesses, with more than two-thirds (64%) of people making it a habit to shop locally at least once a week.
Metro Bank has partnered with Green & Blacks co-founder and small business owner Jo Fairley to highlight the importance of local businesses to communities and the customer loyalty they receive as a result. The research* shows that while national retailers may attract customers with lower prices, it's the local businesses that are gaining when it comes to loyalty. Cafés or restaurants are the top choices, with 70% of consumers frequenting them, followed by local grocery stores at 52%, independent bakeries or butchers at 40%, and hair or beauty salons at 39%.
What’s driving this? 71% of respondents believe local businesses play a crucial role in job creation within their communities. Beyond economics, there's an emotional connection as well—79% of consumers feel more valued when they shop locally. This sense of appreciation and community connection are key factors in why people keep returning to local shops.
Supporting local businesses is not just a passing trend; it's a deliberate choice to invest in the future of communities. 70% of consumers recognize that spending at local shops keeps money circulating within the local economy, enhancing financial stability and growth. Additionally, 47% of respondents appreciate that shopping locally helps preserve the unique character and identity of their neighbourhoods—an aspect often overlooked by bigger retailers.
In a world where convenience frequently drives consumer decisions, this data highlights a strong commitment to localism. Consumers are increasingly choosing businesses that contribute to their communities and provide a more personal shopping experience.
Andy Veares, Managing Director of Corporate and Commercial Banking at Metro Bank says: “Small businesses are the lifeblood of our local communities up and down the country. I’m sure everyone, myself included, has that shop or café in mind where they will travel that little bit further or spend a bit more just because of the service or quality of the product they receive. That brand loyalty also gets paid back into local communities in the form of added jobs and opportunities and preserving the unique identity of our high streets.”
Jo Fairley, Co-founder of Green & Black’s and Judges Bakery, Hastings says: “As a business owner myself, I understand deeply the role that we play in our local communities, whether that’s simply providing local products and personal service, or offering that friendly ‘hello’ to your customers. Unfortunately, business owners are often being pulled in one hundred different directions and often it is the more ‘boring’ aspects that take up the most time and take you away from why you set your business in the first place. A bank should be there on the high street or at the end of the phone to answer any questions quickly and I applaud Metro Bank for its commitment on this.”
*The research was carried out online by Research Without Barriers. All surveys were conducted between 28th August 2024 and 30th August 2024. The sample comprised 1,029 UK adults. All research conducted adheres to the UK Market Research Society (MRS) code of conduct (2023). Research Without Barriers (RWB) is registered with the Information Commissioner's Office and is fully compliant with the General Data Protection Regulation (GDPR) and the Data Protection Act (2018)