COVID-​19 has kindled both Americans’ loyalty to and the number of customers who visit local small businesses. According to a study by ZypMedia, 53% of Americans said that during the shelter in place orders, they were more likely to make purchases from local small businesses. Another 35% of respondents said that their local small business shopping habits would remain the same during shelter in place orders.

Of the 53% of respondents who said that they are more likely to make purchases from local small businesses during the COVID-​19 outbreak:

• 68% said they will continue their increased purchases from local small businesses even after the pandemic has come to an end
• 30% will shop at local and national businesses equally once the pandemic is behind us

There are a few reasons why the number of customers who visit local small businesses has been increasing. First of all, local small businesses appeal to Americans who want to support their local community and economy, reports ZypMedia. Additionally, many Americans believe that local businesses provide better services and products than national retailers do. 

However, there are a few primary business aspects that Americans believe local businesses fall short in compared to national retailers. These aspects are price and convenience.

Increasing the Number of Customers who Visit Local Small Businesses

When asked what these businesses can do to inspire a greater number of customers who visit small businesses, Americans responded that local small businesses should:

• Offer free delivery: 57%
• Offer contactless pickup options: 56%
• Offer discounts: 52%

Which business types are Americans the most excited to shop at again as they reopen? The Food/​Drink category (restaurants and nightlife) leads the pack, but the Shopping/​Retail, Health/​Beauty/​Fitness and Home/​Garden businesses categories aren’t far behind.

ZypMedia found that the primary ways local small businesses are connecting with their customers include social media, online advertising and TV commercials. According to the Local First Shoppers audience profile on AudienceSCAN on AdMall by SalesFuel, the ads that lead the highest numbers of these shoppers to take action last year were direct mail ads, TV commercials and sponsored search results. Small Business Saturday Shoppers were also primarily driven to action last year by these same types of ads, as well as ads on social networks.

Which types of advertisements resonate best with your client’s target customers? Make sure you double-​check that information on their audience profiles before pitching your next ad campaign.