Independent retailers hold the key to winning back lapsed high street shoppers reports CACI

Following Small Business Saturday, new insight from CACI, the data specialists focused on people and place, reveals that independent brands are a major driver of high street engagement. 29 percent of shoppers have indicated that more independent stores would encourage them to visit their local high street more often.

Based on CACI’s latest consumer analysis in its Voice of the Nation survey, the findings highlight how the demand for independent retail varies across regions, generations, lifestyles and seasonal shopping behaviours, offering powerful insight for retailers and landlords alike.

The desire for more independent brands resonates more strongly with less frequent visitors. Among those who visit their high street every 2-3 weeks, 35 percent say a greater independent presence would encourage them to return more often, suggesting bolstering independent retail is pivotal in turning occasional visitors into more regular shoppers, unlocking untapped high street value.

The appetite for independent brands differs across the UK, with Wales topping the list at 34 percent, whilst the East of England (24 percent) and East Midlands (21 percent) show significantly lower interest. CACI’s Acorn segmentation adds further nuance: ‘Thriving Neighbourhoods’ show the strongest enthusiasm to independent retail (31 percent), with high prevalence in Bristol, Norwich and Milton Keynes, whilst  ‘Established Affluence’ populations show less interest (26 percent) in areas including Cambridge, Reading and York.

Generational differences reinforce this pattern, with Gen X and Baby Boomers both scoring 31 percent, whilst Millennials trail behind at 24 percent, indicating a generational divide in retail expectations and motivations.

With Christmas shopping underway, the research also highlights a compelling seasonal driver. Those who started shopping in August are almost twice as likely (38 percent) to be encouraged to visit a location due to more independent brands than those who wait until mid-December or later (21 percent), underscoring how early, high-spending festive shoppers are also the group motivated by a richer independent offer, allowing destinations to garner a clear opportunity to capture more seasonal spend by prioritising independent retail and using such stores in communication with potential customers.

Alex McCulloch, Director at CACI commented, “Through our Voice of the Nation survey, we can highlight just how influential independent brands are in shaping high street behaviour. A strong independent mix is not just culturally valued; it is commercially powerful. Following Small Business Saturday shining a spotlight on local enterprise, CACI’s findings provide a timely roadmap for destinations looking to strengthen customer engagement, increase footfall and enhance performance throughout the festive season and into the new year.”

This follows CACI’s announcement that Christmas light switch on events lead to spend surges of up to 29 percent, maintaining an uplift of 15 percent week of week, demonstrating the sustained impact of such festive moments.