Why Are More Shoppers Choosing Independent Retailers? New AIS Research for the Golden Quarter

Short answer: shoppers are putting more value on experience, quality and local connection, and independents are well placed to benefit. New research from Associated Independent Stores (AIS) found that 75% of UK consumers have shopped at independent stores as often as, or more often than, before over the past 12 months.

The findings, reported by Housewares, come from a survey of 2,000 UK adults commissioned by AIS to mark its 50th anniversary. With the golden quarter under way, here is what the research says and how independent retailers can use it.

How many shoppers are choosing independent retailers?

A lot of them, and the trend looks set to continue. Beyond the 75% who have kept up or increased their independent shopping, the research found that 18 to 34 year olds are 67% more likely to shop at independents. Looking ahead, 39% of consumers expect to spend more at independent furniture and homewares retailers over the next year.

For your shop: younger shoppers are often assumed to be the hardest to win on the high street. This suggests they are actively looking for what independents offer.

What is the belonging economy?

It is AIS’s term for a shift towards shoppers who care more about experience, product quality and supporting local businesses. The numbers behind it are telling:

• 64% said making more considered purchases that make them feel good matters during times of financial difficulty, rising to 72% among people who particularly enjoy shopping for homewares
• 61% agreed that feel-good shopping is more about quality than price

For your shop: this is not simply a story about people spending less. Shoppers under pressure are being more selective, and many are willing to pay for something they feel good about.

Why do shoppers choose independents?

The top three reasons were supporting the local community (31%), better customer service (29%) and access to unique or distinctive products (28%). For your shop: none of those reasons is about being the cheapest. Service, character and range are the things you control, and the things bigger chains find hardest to copy.

How can independents make the most of the golden quarter?

Sue Kemp, Managing Director of AIS, argues that independents are positioned to win without changing who they are. The practical advice is to lean into what you already do well, particularly where customers are weighing up bigger purchases. Here is how that might look in your shop:

• Create test zones. Let customers touch, try and compare products in store, especially higher-value items.
• Offer a proper consultation. For big purchases such as a sofa, AIS says the advice and reassurance you give is often what wins the sale.
• Signpost what makes you different. Make your community connection, service and distinctive range obvious in store, in your windows and on social.
• Stock what they can’t find elsewhere. A unique range is a top three reason to shop independent, so protect it.
• Aim for customers for life. A great experience this quarter is the start of a relationship, not just a sale.

AIS has published the full findings in a retail playbook, Winning in the Belonging Economy, which includes case studies from members such as Arighi Bianchi in Macclesfield.

For more practical retail insight, visit Inside Retail or sign up to the Inside Retail newsletter.

FAQs

Are shoppers choosing independent retailers more in 2026? According to AIS research, 75% of UK consumers have shopped at independent stores either more often or just as often over the past 12 months.

What is the belonging economy? It is AIS’s term for a shift towards shoppers valuing customer experience, quality and local community over price alone.

Why do people shop at independent retailers? The most common reasons given were supporting the local community (31%), better customer service (29%) and unique or distinctive products (28%).

How can independent retailers prepare for the golden quarter? Focus on in-store experience, offer consultations for higher-value purchases, and make what sets you apart clear to customers. AIS also publishes a free playbook with practical steps.

Find the products that make your shop stand out: If a distinctive range is one of the biggest reasons shoppers choose you, sourcing is where it starts. Spring Fair 2027 runs from 7 to 10 February at the NEC Birmingham, with more than 1,500 suppliers across home, gift and fashion. It is the place to discover new brands, see products in person and plan the range that will set your shop apart next year.