Trend Analysis

Shopping locally is something that has always been woven into the culture of the world, however, now more than ever, society can see its clear ongoing growth in retail and culture (Brown, 2019). Some of today’s biggest brands such as Amazon, Google, Instagram, more over on the fashion side ASOS, Depop and Shopify, are taking a stand to help (see Apendix 2.1). Only recently have big brands been getting involved with campaigns to support local businesses due to the ongoing pandemic which has resulted in hundreds of thousands of businesses being forced to close. Research conducted by Simply Business found that 25% of firms believe they are at risk of closing in the next six months from September 2020 (Yahoo Finance, 2020). Large corporations with a CSR have taken it upon themselves to act upon these events and help (see Apendix 2.1). Amazon has pledged seventy-five million pounds for a campaign (Amazon,2020), Google, more than eight-hundred million dollars (Google and Pichai, 2020) and MasterCard two hundred and fifty million pounds (MasterCard UK, 2020), since the recent public health crisis. Consumers have reacted positively towards this, and it has helped maintain their image of a brand that cares about its customers/users. Aside from the fact large businesses feel they have a CSR; consumers genuinely enjoy shopping with small businesses themselves. Trust in local businesses are at an all-time high; research shows over a quarter (27%) of people are likely to form new relationships with independent stores (Mastercard, 2020). Head of retail, MasterCard UK, Janne Kapanen - “we have seen a trend of people opting to shop locally” (Briggs, 2020).