News

September 04, 2015

Why Brits feel happier buying from small firms

Many consumers experience the feelgood factor when they are shopping but new research suggests that Brits are much happier when buying from small businesses compared to big names.

The survey by Avery WePrint has found that over 80% of Brits report feelings of happiness or contentment when they purchase items from a small business. However, just 53% feel the same when they shop with a large company.

A quarter of Brits said that choosing to buy from a small business actually made them feel good about themselves. Over three-quarters said they would put their trust in a small, local chain or an independent when making a big purchase.

The personalised service offered by small businesses was cited as a number one benefit, with over 60% of Brits agreeing with this. By contrast, 58% of the 2,000 consumers polled said they have experienced poor customer service at the hands of a large organisation.

A third of people felt that small business owners were trustworthy but just 5% of Brits felt that the ceo of a big business could be trusted. When asked how they'd describe a small business owner, the number one response was "hard working", cited by almost 75% of people.

The top ten products and services that Brits prefer to buy from small firms are: haircuts; restaurant meals; fresh produce; takeaway tea and coffee; greetings cards, gifts and presents; car repairs and services; books, newspapers and magazines; snacks and food to go; jewellery; and artwork.

Fiona Mills, marketing director for Avery WePrint, said: "The research shows just how much the British public likes the service they receive from small businesses. So if you're proudly independent or a passionate small business that really cares, it's worth communicating this in everything you do."

The top three big business customer service fails were found to be unpleasant staff, being ignored or forgotten about and receiving an impersonal service.

Mills said: "Businesses of all sizes can learn from one another, what's important as a business grows is not to lose sight of the values and service levels that were there in the beginning. Small businesses are often better positioned to offer the personalised and flexible service consumers are calling out for."

More on this topic:

• Ten ways to build a brand for your small business ARTICLE
• How to attract more local customers ARTICLE
• How to deliver first-class customer service ARTICLE