As the recent national lockdown in England came to an end and a new tiered system of restrictions came into place, non-essential independent retailers have once more been allowed to open their doors to the public. With a recent survey from the British Independent Retailers Association [BIRA] and Starling Bank suggesting that 66 per cent of shoppers will look to purchase festive gifts from local and family-run businesses, such retailers could be set for a huge boost ahead of the festive season.
One of the over 400,000 independent stores located across the UK that could be set to benefit from a combined £3.5 billion boost is The Card Centre in Felixstowe, Suffolk, which was acquired in 1947 by the parents of current managing director, John Barratt. Initially ran as a confectionary shop and tobacconist with a small section for cards, since John entered the business in the mid-1970s it has grown into one of the largest independent card retailers in East Anglia.
Like many retailers on UK high streets, The Card Centre has been blighted by the Covid-19 pandemic as high street footfall - which was already in decline pre-pandemic - has fallen sharply amid the many months of restrictions. The Office for National Statistics indicated that in the week ending November 29, 2020, overall UK footfall across high streets, retail parks and shopping centres was down 43 per cent compared to the same period in 2019.
However, what the pandemic has done according to the BIRA and Starling Bank survey, is reinvigorate a desire among consumers to buy local, which could provide the ideal tonic to cure the ailing high street’s woes ahead of the festive season.
The survey revealed that 43 per cent of respondents want to support independent firms and their local communities, while 42 per cent would like to experience an original selection of potential gifts for friends and family. Meanwhile, 25 per cent felt that buying local was a more convenient option in the Covid-19 climate.
The pandemic also seems to have highlighted the importance of local economies to younger consumers, with 75 per cent of 18-to-24-year-olds surveyed indicating that they intend to buy from local independent businesses this holiday season.
Yet, while the return of consumers to high streets will certainly help businesses generate some welcome revenue, independent retailers have also had to be adaptable in delivering their services in order to cash in on increased consumer interest. For, even with the end of full lockdown, physical footfall on UK high streets remains in the doldrums and indeed, the BIRA and Starling Bank survey also suggests that over half of the shoppers surveyed [55 per cent] will be purchasing locally via online domains, with 47 per cent taking advantage of home delivery services.
Before the pandemic, The Card Centre's John Barratt had been vocal about the problem of declining high street footfall, the need for government to create a level playing field between it, the internet and out-of-town shopping developments, as well as the tendency of youngsters to buy online out of convenience. With online purchasing now on the rise out of necessity, The Card Centre itself has had to be agile in taking its business to the customer, and Barratt and his staff were able to devise an effective solution.
Barratt told The Leaders Council: “Obviously all the plans we had in place to assist our customers during the run up to Christmas have been put on hold. Along with many other shops, ours had to close until the lockdown ended on December 2 and people could return to the high street.
“In the meantime, we were busy making sure that where possible, our customers need not miss out on important purchases. So, we implemented a ‘Select at Home’ policy, whereby if customers telephone or email us with requests for Christmas cards, Advent calendars and other products ahead of the festive season, we can either deliver specific items, or a selection for customers to choose from, at home, and we can then pick back up what is not required. Payments are then taken by card payment over the telephone after selection has been made.
“We do hope that this has helped both us and our customers get through this difficult time together by taking our business to them.”
The chief executives of both BIRA and Starling Bank have both credited the innovation of independent retailers that has helped them make the most of the commercial opportunities that will arise from the festive season.
BIRA chief executive Andrew Goodacre commented: “This research shows the importance of independent retail to the communities throughout the UK. For most of the year, we have seen ‘indies’ change their business model and increase their digital footprint. This will continue without forgetting about the local opportunity.”
Anne Boden, CEO and founder of Starling Bank, added that the resilience shown by local businesses throughout a challenging 2020 has been remarkable.
She said: “Local businesses are the backbone of our economy and our communities. Independent retailers have had to show huge amounts of resilience weathering the storm this year and it’s been impressive to see how so many have quickly adapted, whether that be moving online or adjusting their business model.”
John Barratt was in agreement with both about the importance of local business to towns and cities, yet fired off a warning that once the pandemic does come to an end, the problems that existed before Covid-19 struck must be addressed to enable independent retailers to continue to thrive.
He said: “A business should be there to provide a service, and it must be an intrinsic part of its local community to truly add value. This is now something sadly lacking from many British high streets; we believe that independent shops and a thriving high street are vital components to any great British town. There needs to be a radical new approach to these problems.”
