Consumers are increasingly shopping local stores for the connection and trust with retailers. In fact, 71% of customers prefer local retailers even if it meant a higher price, according to data from Locally, a real-time network of 55,000 retailers in the U.S.
The holiday shopping season revealed a 8.7% increase in sales, compared to 2023, and a surge in mobbing shopping, according to a press release.
"The 2024 holiday season confirmed that consumers value connection, trust, and the tangible benefits of shopping locally," Mike Massey, founder and CEO of Locally, said in the release. "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."
This past holiday season saw a 7.5% year-over-year growth in buy online, pick up in store and reserve online, pick up in store transactions, according to the release, and nearly 50% of online shoppers abandoned carts when local pickup wasn't an option.
"The collaboration between brands and local retailers further amplified the success of local retail," Massey said in the release. "Brands utilizing Locally's platform to showcase real-time local inventory reported a 49% increase in retailer engagement and inventory participation. This partnership drove significant foot traffic and sales for local stores during the busy holiday season. The results are clear when brands and retailers work together: consumers benefit from a better shopping experience, and both parties see measurable growth."