You are standing in a local shop wondering if you can buy that item cheaper online and you find yourself asking “is ‘shop independent’ more expensive?” The answer: not always. And we are not sure that it is the right question to be asking.
48% of British consumers surveyed by Faire think independents are too expensive. Many have cut back on these ‘luxury purchases’ due to the cost of living crisis. But independents are not always more expensive and sometimes the price tag doesn’t accurately reflect the benefits.
Independent shops and brands can seem more expensive when they are compared to online giants that use ultra-cheap items to pull you in. How often have you shopped on Amazon, pulled in by the ad for that cheaply priced product, only to read the reviews and opt for something more expensive that Amazon recommends? Those products are often up to 29% more than other products (Corey Doctorow).
We know that convenience stores on our high streets cost more than larger supermarkets. This is because of economies of scale – buying less means you have less clout. Town centre locations are more expensive to rent than out of town retail parks.
When shop independent is better value
But there are cases where independent shops may not be more expensive. Hugh Thomas ran an experiment where he compared the prices of grocery items at supermarkets and independent shops (The Wallfish Journal). Prices for some items were less e.g. eggs and sourdough bread.
And Hugh raises a more interesting question – are the items really comparable? Is pure local honey worth more than cheap supermarket honey that is mixed with sugar syrup (Sky News)? Is an organic free range chicken worth more than a cheap intensively farmed indoor raised chicken?
Many makers in our Blue Patch business community sell their products online or through local shops. They are made to last, from quality materials and hand made or hand finished. This costs more than cheap plastic imports that break easily. If you add up the number of cheap items you have thrown away in the last ten years, it can tally to more than one well made item.
Your local independent shops provide more value than just the product. They can give you advice, for example on what meat to buy for dinner or what colour paint to use on plasterboard. It is easy to pick up items and to return them. And they don’t have to be delivered in a vehicle, reducing transport emissions.
According to an American study 48% of each purchase bought locally stays in the local area whereas only 14% of money spent in a chain benefits the local area (University of Minnesota). That means more local jobs and more likelihood that your local independent will stay open.
How to shop independent
Start small and swap out some items in your shopping list for a local option that costs the same or less. Ask local independents if they have any loyalty schemes or discount offers for locals that might reduce the price. Go ‘independent’ for a set period and compare prices at the end of it.
Is ‘shop independent’ more expensive? Not always. Sometimes the cost of products is lower in independent shops than it is in large stores or online. It is worth shopping around. Sometimes the cost of a better product is higher initially, but the product lasts longer.
The cost of items is not always monetary. It can be ethical e.g. when you buy healthy organic food. Or service-related e.g. when you want friendly advice on what to buy and get great service. And paying slightly more will support local jobs and keep more money in the local economy.