Independent Retailers Face Competition Ahead of Christmas

Retailers nationwide are anticipating their busiest period as Christmas preparations get underway. Independent businesses have navigated several challenges in recent years, including a pandemic, the expansion of online retail, competition from established chains, and the recent surge in living costs. To bolster its High Streets, a local council in Northamptonshire has introduced a festive advertisement campaign. This raises the question of how independent retailers on a specific street in that area perceive their future outlook. Charlotte Crosser, who has operated Jollys Toys & Games in Thrapston for 12 years, states that independent businesses provide “so much to offer” customers. She elaborates, “It is the experience of going and meeting a shopkeeper.” Crosser adds, “Sometimes you find that item, that you have been looking for, in a physical shop, that is out of stock online or you can’t get it, or it will take too long to get to you.” She concludes, “Independent shops have a really important part to play, in amongst shopping online and with the big shops as well.” Crosser acknowledges that it has been “a tough year” but observes that shoppers are “feeling very positive about Christmas.” She commented, “People have saved up for Christmas this year, but it’s tough to compete with the big shops.” Crosser further stated, “There are just so many other places that [consumers] can choose, so we’re just delighted when they do they do come to us and visit.” Anita Andrews, who recently assumed ownership of Forget Me Not, a card and gift shop, five weeks prior, emphasizes that “it’s important for people to support local [businesses].” She explains, “You get that personal touch by coming in to the shops and a lot of our customers seem to like that, so you have to rely on that.” Despite having “a lot of loyal supporters of the shop,” Ms. Andrews cautions, “It’s the old adage ‘use us or lose us’.” Ms. Andrews notes a positive trend, stating she has observed “a lot of people who have been trying to shop locally, which is fantastic.” However, she clarifies that their aim is not direct competition with large retailers or online platforms. She elaborated, “I think we’re trying to offer our own little touch and make it unique.” Ms. Andrews concluded, “We’re not trying to compete with the big online stores, we’re individual shops, doing our own thing.” Gill Cowper, employed at Eden Florists in Thrapston, indicates that High Street businesses strive to “complement each other.” She reports that customers began seeking Christmas ideas “earlier on in the year” and have since returned to make purchases this month. Cowper states, “We tend to do the more bespoke, so people can choose what they want and we tend to offer a lot of different things in the shop that you can’t get online.” Ms. Cowper, who works at the shop two days weekly, explains that it “is a family run business, so without people coming in we wouldn’t be surviving.” Nevertheless, she expresses optimism regarding recent sales, remarking, “We’ve been extremely busy, which is lovely to see.” Follow Northamptonshire news on BBC Sounds, Facebook, Instagram and X.Copyright 2024 BBC. All rights reserved. The BBC is not responsible for the content of external sites. Read about our approach to external linking.