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Cardiff Shoppers Rally Behind Small Businesses for Final Stretch Before Christmas


Almost half of shoppers in the city will support SMEs as festive period approaches

Figures released today show almost half of people from Cardiff are planning to support small businesses in the final run up to Christmas. The study* from Paymentsense shows that 21% of people in the city plan to shop in small businesses regardless of location, and 23% will do so locally.

Over a third of people from Cardiff said they are supporting local retailers, coffee shops, restaurants and other businesses over the Christmas period because they’re concerned about the decline of the high street – showing that national and regional campaigns promoting local businesses are starting to have an influence.

(C) Huw John Photography

Others believe that small businesses are an important part of the community (32%), while over a quarter said they support their local businesses all year round – not just at Christmas. People in the city are also are less concerned by slower service or slightly higher prices when they shop locally. The study found that over a quarter (28%) would overlook these things if the business was near their home.

Across the UK, the research also found that those with higher incomes are more likely to support small businesses in the run up to Christmas. Over seven in 10 respondents earning over £75K annually said they would, compared with 5 in 10 for those earning £35-49K, and four in 10 for those with incomes of under £15K.

Guy Moreve, CMO at Paymentsense said:

“There have been several supportive campaigns aimed at consumers which specifically promote buying from smaller local businesses at Christmas. We’re hoping our study is the first sign that these efforts are having a positive impact, and that consumers are rallying behind small businesses at this time of year.

“Our study also revealed a growing expectation around the ability to pay by card. The proportion of people across the UK who said they’d walk out of a small business if they couldn’t pay by card is 9 percentage points higher (54%),compared to last year’s data**. Also, if a small business does not accept card payments, almost half (48%) of shoppers would expect the owner to introduce card payment facilities within three months.”

*Regional data from a study of 1,002 UK consumers. Research took place in December 2018.

**Compared with data arising from the same question and sample during the same period in 2017.