More Shoppers to Buy Local This Holiday Season

More shoppers plans to frequent local small businesses when visiting stores this holiday season, according to new research.  In fact, two-​thirds (66%) of shoppers plan to shop locally at small businesses, independent retailers or boutique shops which are not part of national chains, according to Deloitte's annual survey of holiday spending intentions and trends. Shoppers

The survey indicates that one-​third (34%) of consumers' budgets will be spent at local stores. Among the reasons for shopping locally, consumers cite desire to support the local economy (60%), to find one-​of-​a-​kind gifts (53%) and because it is more convenient (44%). Nearly one-​third (30%) report having greater loyalty for the local store over national chains.

Saturday, Nov. 30, 2013 is Small Business Saturday – a day to celebrate and support small businesses and all they do for their communities.


While the Internet ranks as the top shopping destination for the 2013 holiday season, 37% of respondents still prefer shopping in a physical store rather than online for holiday products. Service levels continue to influence respondents' willingness to give a retailer their business.

More than half (54%) of shoppers say that knowledgeable store associates will lead them to making an in-​store purchase, and 32% of shoppers feel store associates can provide customers a better shopping experience when equipped with the latest mobile technologies.  Yet, nearly six in 10 (59%) shoppers feel they are better connected to consumer information, including coupons, competitive pricing and product availability, than store associates.

"In the store, retail associates can be engaged to drive loyalty rather than just complete a transaction," continued Paul. "The most successful retailers are empowering their associates to become devoted brand advocates who are knowledgeable, connected online, have the authority to price match and are aware of products available through other channels."

Retailers also benefit from providing shoppers with self-​help technology in the store. Nearly six in 10 (58%) of shoppers will use self-​help technologies – the most common being price checkers (60%) and self-​checkout payment lanes (57%).

To learn more about consumers who shop local, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

[Source:  "The Holiday Survey."  Deloitte.  6 Nov. 2013.  Web.  7 Nov. 2013.]