Faire: Americans willing to spend more when shopping locally

According to Faire research, nearly three-quarters of American adults say the pandemic has made them appreciate local stores more than before. In fact, nearly two-thirds of Americans visit their local Main Street at least a few times a month. Among Generation Z, that number rises to 83%.

The findings show that young people want to see their high streets doing well, with all Gen Z respondents and almost all Millennials (96%) saying they would do something to help local businesses. Around 70% of each generation would like to shop locally more often, and around 60% would be happy to encourage family and friends to support local businesses.

Americans have long had a very positive view of small businesses, far more than they do of large institutions like banks and large corporations.

So what makes local businesses appealing to younger generations? According to the report, the main reason Gen Z shop local is to feel more connected to the local community (65%). Most also say they have access to more unique products (59%), better product quality (57%), they support the local economy (55%), and they receive better customer service (53%). Notably, U.S. adults generally say supporting the local economy is the main reason they shop locally.

According to respondents, the perfect Main Street would have a local cafe and a market for local organic produce. Many also said their ideal Main Street would feature shops selling goods from local artisans and a bookstore with a cozy spot to read.