Gen Z pay more for 'uniqueness' as they lead the charge in supporting independent shops

A recent study found Gen Z shop at independent retailers than any other demographic, with three quarters favouring them over chain stores.

Charlotte Broadbent, UK general manager at Faire, the company that commissioned the research, commented: "The independent retailers we work with tell us that it's often their youngest shoppers who most value the uniqueness and personal touch that independent stores offer over larger retailers."

She added: "The fact they're also prepared to pay extra for products sold by independent stores shows just how strongly they feel and how optimistic we should be for the growth of the independent retail sector in years to come."

Their favourite items to buy from independent shops include clothing (29%), gifts (23%), and home decor or homewares (17%). As they're willing to pay a premium for products from these boutiques.

In total, 56% of all those surveyed expressed a desire to shop more at independent stores than they currently do but cited the cost-of-living crisis as a factor pushing them towards bigger chains.

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A third reported shopping at independent retailers more frequently than they did two years ago and expressed a desire to shop more at independent stores than they currently do but cited the cost-of-living crisis as a factor pushing them towards bigger chains.

The perceived benefits of shopping at independent shops include boosting the local economy, the range of unique items on sale, and superior customer service.

Sadly, 63% stated that "a lot" or "a fair amount" of shops in their local area have shut down over the past year and 8 in 10 believe their local high street needs a revival.

Charlotte Broadbent from Faire chimed in: "The number of people who want to see local high streets thriving again is huge."

"We believe that supporting independent businesses is key to making this happen because they offer so many unique products and experiences that bigger retailers can't."