A survey by Vouchercloud asked 2,316 Britons about their shopping habits, revealing that 32% of Britons prefer to shop with smaller businesses than large retailers, with 49% of respondents shopping with local vendors ‘at least once per week’.

The survey is part of ongoing research into the attraction of local vendors compared to the large national retailers. 2,316 Britons aged 18 and over, all of whom stated that they rented or owned their own home and managed their own shopping, were quizzed about where they choose to shop and whether or not they factor in local vendors.

When asked ‘Do you prefer to shop with large retailers and supermarkets or local vendors?’ 32% said they preferred to shop with local vendors. Provided with a list of possible responses and told to select all that applied, the top five items most likely to be purchased from local vendors were:

• Fruit & veg – 69%
• Meat & dairy – 51%
• Flowers – 43%
• Bread, cakes & desserts – 38%
• Handmade items – 17%

Relevant respondents were asked to state roughly how much they spent with local vendors per month in comparison to what they think the same shop would cost in a supermarket. The results showed the average respondent spends £45.38 with local vendors per month, for which they think the same shop would cost them £69.35 in a supermarket – a saving of £23.97 per month, or £287.64 per year.

Chris Johnson, Head of Operations at vouchercloud.com, commented:

“It’s great to see that Britons are choosing to shop with local vendors and businesses for items that they could purchase within supermarkets and national retailers. Not only are they making a financial saving per shop, but they’re also helping to keep a small, local business alive, which in turn is helping the local economy.

“Many of us don’t realise that we have such great local businesses on our doorsteps until it’s too late and the business has gone under. Often, we’d rather choose a lifestyle where we can purchase everything under one roof, but that’s not necessarily the cheapest way to go and we’re clocking on to this. It’s becoming a regular habit for many of us to visit a number of different shops in order to get the best deals available to us. It may cost us slightly more in petrol or public transport costs, but in the long run we’re saving so much more.”