Findings:
Nearly three-quarters of US adults appreciate local shops more after the pandemic.
Gen Z and Millennials are particularly invested in the success of local businesses, with a high willingness to shop locally and encourage others to do the same.
The top reasons for Gen Z to shop locally include feeling connected to the community, accessing unique and high-quality products, supporting the local economy, and enjoying better customer service.
Key Takeaway:
The pandemic has strengthened consumer appreciation for local businesses, particularly among younger generations, who are actively seeking ways to support their local communities and businesses.
Trend:
There is a growing trend of consumers, especially younger generations, prioritizing local shopping for a sense of community, unique products, quality, economic impact, and personalized service.
Conclusions:
Local businesses have a significant opportunity to tap into the growing consumer preference for local shopping.
Focusing on community engagement, offering unique and high-quality products, and providing excellent customer service can attract and retain customers.
The desire for a sense of community and connection is a powerful motivator for Gen Z shoppers.
Implications for Brands:
Local Businesses:
Emphasize community connection in marketing and branding efforts.
Highlight the unique and high-quality aspects of their products.
Invest in providing excellent customer service to create a positive shopping experience.
Collaborate with other local businesses to strengthen the local economy and create a vibrant shopping environment.
National Brands:
Consider partnering with local businesses to tap into the growing local shopping trend.
Offer localized product selections or experiences to appeal to consumers' desire for unique and community-driven offerings.
Highlight the positive impact their business has on local communities through job creation and economic development.
Marketing and Advertising:
Focus on storytelling that emphasizes the human connection and community aspect of local businesses.
Utilize social media platforms to engage with local communities and promote local businesses.
Leverage user-generated content to showcase the positive experiences of local shoppers.
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