We’re all busy leading lives jampacked with stuff to do and obligations to meet. So it makes sense that a demand for convenience has not gone away. 

Big shops seem convenient, particularly at this time of year. Their prices are lower (to avoid distraction, let’s say for the moment that’s due to economies of scale), they have loads of stock and they can get it to you right away.

It seems massively convenient… until you’re stuck in a car park at a retail park because everyone else had the same idea. Then when you do get in there, everything is bit..well..boring.

That’s when going to an independent shop seems appealing. You can buy something unique (or at least a bit less common). You might even get staff who are genuinely passionate about what they have on offer.

It’s not the case that one is always better than the other. High streets and independents aren’t perfect. There are often issues with parking. Prices can be higher. People grumble that there isn’t the variety of stores that there used to be in the town centre. 

But there is still a place for them at Christmas – and throughout the year. We’ve just lost the habit – enchanted by the idea of massive malls and huge online shopping hauls. While it might be Christmas, there’s no magic spell that is going to ensure our favourite high street and independent retailers will be here in years to come. 

Unless we get behind them, that is.

I’d like to see shopping small becoming a thing in the same way that reusable bags replaced the plastic carrier bag. Small changes that see small, local businesses serving customers throughout the year. If we want high streets to thrive, we have to use them. 

Are you in? Here are some ideas for how we can do it

One of the best sources for how to support small businesses in the UK is Small Business Britain and their Small Business Saturday project (now in its 13th year and sponsored by American Express).

Small Business Saturday have some easy ways for supporting your favourite small businesses:

• Shopping locally and spending with small businesses
• Liking, sharing or commenting on their social media posts
• Sharing positive reviews – ideally with pictures
• Spreading the word to your friends and family

I’ve got some more ideas about what we can do as business owners and customers. The key is to make opportunities.

One purchase at a time

Work towards building a small business habit. If you’re thinking of making a purchase, try going small first. Try your local shops or small providers before you turn to retail parks or that huge online retailer.

Remind yourself why

What brought you to this point? Maybe you are a small business owner yourself or have a friend who is. Perhaps you saw a shop or service you loved close down because no one was using it.

Be proactive

Ask around friends and neighbours for small business recommendations.

Success Factors

Make supporting small businesses part of your success factors. I often do success factors with the clients of Richer Solutions. It’s a challenge to come up with five things, defining factors that determine whether they are a success. 

If you’d like to know more about these, then I talk about my 2024 success factors in this video.

What about big businesses?

Big businesses can still shop small and local – if you need inspiration, then look at the Business Trading Framework launched by the Lilac Review.

Small businesses don’t get packed away with the decorations. Don’t make them a once-a-year delight.