Consumers are increasingly turning to local retailers for the trust, connection, and personalized service they offer—often willing to pay higher prices for the experience. According to data from Locally, 71% of shoppers prefer to buy from local stores, even if it costs more.
The 2024 holiday shopping season further reinforced this trend, with an 8.7% increase in sales compared to the previous year. Mobile shopping also surged, reflecting consumers’ growing demand for convenience and flexible shopping experiences.
“The 2024 holiday season confirmed that consumers value connection, trust, and the tangible benefits of shopping locally. The data shows a clear and sustained shift toward local retail as a preferred choice. Consumers increasingly demanded the flexibility to browse and buy on their terms, and local retailers were quick to respond with omnichannel strategies that bridged the gap between digital and physical commerce,” said Mike Massey, founder and CEO of Locally.
One standout trend was the rise of hybrid shopping models. Transactions involving “buy online, pick up in-store” (BOPIS) and “reserve online, pick up in-store” (ROPIS) saw a 7.5% year-over-year increase.
In addition, nearly half of online shoppers abandoned their carts when a local pickup option wasn’t available, emphasising the importance of seamless online-to-offline retail experiences.
As shopping behaviours continue to evolve, local retailers that embrace omnichannel strategies and offer flexible purchasing options are well-positioned to thrive. This shift highlights the enduring appeal of personalized service and convenience, proving that the future of retail is increasingly local.