Supporting Local: Embracing the Message

Since the circulation of the last edition, Saskatchewan has slowly begun to reopen its businesses to the public in phases. This is also the case with the rest of the country as well.

A three-part study conducted by Leger and Lg2, marketing research and polling companies, reported on Canadian customer behaviour during the onset of COVID-19, during the mass quarantine stage, and during the first two weeks of the reopening stage1. The results from the latest stage are encouraging.

During the onset of the Coronavirus, 1 in 5 Canadians (18%) tried at least one new online behaviour. This jumped to 1 in 2 Canadians (50%) who tried a new online behaviour while everyone was stuck at home. This increase of online behaviour was noticed by local businesses, and in order to stay afloat, they adapted. Digital services, such as online shopping or online catalogues, were added to local websites. Curbside pickup and/or contactless delivery were offered in other businesses that couldn’t afford the digital costs.

For so long, physical sales were always pitted against digital sales. It was only the case in recent years where digital sales had dominated the share; a worrying trend for small businesses whose lifeblood was brick and mortar. This changed with the pandemic. Small businesses embraced online tools and services so that they would have a chance to come out on the other side. This adaptation was a welcome shift in retail for consumers. The convenience of online shopping was now paired with the choice to shop local.

Something else happened with consumers during the time of quarantine; they had time to think. The abrupt stop of the work/ school routine had everyone thinking about new lifestyles and routines. The time to think spawned a mindful trend. As workers realized the financial and emotional impact to their lives, they realized the impact this had on others. This line of thinking extended to their community, their province, and so on. Many took to social media to share their thinking, connect with other like-minded people, and to ask meaningful questions about what they could do to help.

Brandwatch, an online trend research company, investigated the mentions and conversations on various social media platforms during the earlier part of quarantine2. Excluding news and retweets, online conversations about local, ethical and sustainable shopping spiked to just over 150,000 in mid-March. Compared to December of 2019, where these conversations are usually higher during the Christmas season, the number of conversations were under 50,000.

These social numbers in connection with the latest results from Canadian consumer behaviour are showing the beginnings of a new trend. This trend is the mindful purchase of goods or services from local businesses. Canadians are thinking more about how their products are made, where they come from, who makes them and who handles them. The fewer hands it touches, the more likely it is to be safe from any health threats. The more local product they buy, the more likely their friends, family, etc. will still have a job when this is all over.

What does this mean for local businesses? It means their message is finally getting through. Shop local. Buy local. Support local.

Sources 1)Leger Marketing Inc. “The Commercial Shift: Consumer Behaviour During and After the Pandemic (Phase 3)” https://leger360.com/surveys/the-commercial-shift-consumer-behaviour-during-and-after-the-pandemic-phase-3/ . Toronto: (2020). Web. June 29, 2020. 2)Reid, Leia. Brandwatch. “Sustainable, Local, Ethical: How is Covid-19 Changing Our Shopping Habits?” https://www.brandwatch.com/blog/react-covid-19-sustainable-shopping/ . Brighton: (2020). Web. July 8, 2020.

Written By: Michaela Miller