Independent homewares retailers could be well placed to benefit from changing consumer shopping habits in the golden quarter, according to new research from Associated Independent Stores (AIS).
A survey of 2,000 UK adults, commissioned by AIS to mark its 50th anniversary, found that 75 per cent of consumers had shopped either more frequently or just as much at independent stores over the past 12 months.
Younger shoppers were particularly enthusiastic, with those aged 18 to 34 reportedly 67 per cent more likely to shop at independents.
The findings also suggest this trend could continue into 2027, with 39 per cent of consumers expecting to increase their spending at independent furniture and homewares retailers over the next year.
According to AIS, the shift reflects the emergence of what it calls a ‘belonging economy’, where shoppers are placing greater importance on customer experience, product quality and supporting local businesses.
Almost two-thirds (64 per cent) of respondents said making more considered purchases that make them feel good was important during periods of financial difficulty. This increased to 72 per cent among consumers who particularly enjoy shopping for homewares.
Meanwhile, 61 per cent agreed that feel-good shopping was more about quality than price.
Supporting the local community was the most commonly cited reason for shopping with independent retailers (31 per cent), followed by better customer service (29 per cent) and access to unique or distinctive products (28 per cent).
Sue Kemp, Managing Director of AIS, said: “It’s no secret that times are hard for the high street. However, our research reveals a shift towards a more traditional, more intentional way of shopping.
“Consumers are rejecting homogeneity in favour of unique shopping experiences that help them enjoy the act of shopping as much as their purchase itself. This presents a huge opportunity for independent stores to take the lead in the next phase of retail.”
Ms Kemp encouraged homewares and furniture retailers to make the most of their in-store experience, particularly when customers are considering higher-value purchases.
“For furniture and homewares stores, this means maximising the feel-good shopping experience – create test zones for customers in-store and lean into your white-glove service.
“When making a significant purchase like a sofa, the consultation that you can offer the customer and the level of assurance that this brings is often the difference between winning their business or not.”
AIS has published the findings in a new independent retail playbook, Winning in the Belonging Economy, which outlines practical steps retailers can take to respond to changing consumer expectations.
The report also includes case studies from AIS members, including Arighi Bianchi in Macclesfield, highlighting how independent businesses are already putting these approaches into practice.
Ms Kemp added: “Perhaps the greatest finding from our research is that the independents are positioned to win without changing who they are.
“The qualities that consumers are now looking for – uniqueness, experience, and quality service – are exactly what independents do best. It’s about really signposting this to consumers to create customers for life.”
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