The Shop Local Renaissance

I see the future of locally-owned retail as a recent Renaissance of consumerism. Sparked by the post-COVID desire to slow down, there is increased support for one’s community, and valuing relationships and experiences over things.

At the same time, data support an increased interest in the arts, creative activities, and handmade decor and gifts. But also a desire to engage in creative activities as entertainment. This has given rise to paint-n-sip studios, crafting meet-ups, sewing, knitting groups, and ceramics studios, all offering social class-style events and experiences—drinks with friends and a handmade parting gift.

Where these two trends converge is where communities find paths to a more vibrant and active culture. This is where “shop local” is a priority and where retailers become part of the community through activities that combine education, entertainment, and a focus on local culture.

Being connected to the arts is smart business, and local retailers who offer the products, experience, and education are likely to succeed.

So, now more than ever, the relationship between art and craft material brands must be reinvented. Together, they can foster greater creativity, discovery, and experience. By abandoning the traditional transactional relationship for one that allows brand and retailer to share the path to purchase in ways that remove friction from brick-and-mortar shopping, each will find continued growth and success.

Moreover, by eliminating price from the conversation, profits improve, customer loyalty increases, and stronger businesses emerge.

From the shopper’s perspective, experience trumps price, community trumps convenience, and education is a must. The education aspect is almost the exclusive domain of the traditional brick-and-mortar retailer. As long as they deliver it consistently and competently, the consumer will follow.

Brands that see the brick-and-mortar store as the likely destination on the path to purchase are finding success by shifting resources to support their independent customers.

For years now, brands have focused, increasingly, on national chains, dominant e-commerce sellers, and the mighty platform, a.k.a. Amazon. This intense desire for more doors and large orders has left the independent retailers to go it alone.

Large teams of sales and marketing people descend on chain store headquarters to secure shelf and ad space. Meanwhile, the already overworked independent retailers are starved for attention and resources.

By spending less time and resources on the independent retailer, the major brands have left profitable, loyal retailers and their consumers to the handful of boutique brands that actually show up.

But given the recent national chain blood-letting that is taking place (15,000 stores are projected to close in 2025), the more stable and safe segment is mom-and-pop shops.

Main Street USA is the new growth opportunity for brands that choose to compete on product and experience. By doing so, consumers become fans, retailers become showrooms, and “brand experiences” are created. This strategy demonstrates the power of locally owned, independent retailers. And, there is nothing better than being endorsed and promoted by members of the community.

Fans share, local retailers sell with passion, and together this is Gold, worth more than any marketing campaign, collaboration, or end-cap.

In the end, people buy from the people who best answer their primary question- what’s in it for me? How will you and your product enhance my life, give me memorable experiences, and deliver a personalized, bespoke assortment that makes me feel special?

When brands support their smaller local retailers, they become the brand that dominates social media and the brand that everyone is talking about.