A new survey commissioned by Associated Independent Stores (AIS), the UK and Ireland’s leading buying and services group for fashion, home and leisure for independent retail, has revealed opportunities for independent furniture retailers in the golden quarter.
The data shows that 75% of consumers shopped more, or as much, at independent stores over the past 12 months, with shoppers aged 18-34 67% more likely to do so. This trend also looks set to continue into 2027, with 39% expecting their spending in independent furniture and homewares stores to increase over the next year.
Commissioned by AIS to celebrate its golden anniversary, the survey of 2,000 UK adult consumers examines attitudes to retail and the opportunities for independent stores in the current market.
It says the shift towards independent retail appears to be driven by the emergence of a ‘belonging economy’, with consumers prioritising a positive shopping experience and placing emphasis on product quality over price. According to the survey, almost two thirds (64%) of consumers believe making more considered purchases that feel good is important during times of financial hardship – rising to 72% among those who most enjoy buying homewares – while 61% consider feel-good retail to be more about quality than price.
The top three drivers for shopping with independents align with this: 31% cited a want to support the local community; closely followed by better customer service (29%); and unique or distinctive products (28%).
Sue Kemp, the MD of AIS, says: “It’s no secret that times are hard for the high street. However, our research reveals a shift towards a more traditional, more intentional way of shopping. Consumers are rejecting homogeneity in favour of unique shopping experiences that help them enjoy the act of shopping as much as their purchase itself. This presents a huge opportunity for independent stores to take the lead in the next phase of retail.
“For furniture and homewares stores, this means maximising the feel-good shopping experience – create test zones for customers in-store and lean into your white-glove service. When making a significant purchase like a sofa, the consultation that you can offer the customer and the level of assurance that this brings is often the difference between winning their business or not.”
The findings from AIS’ survey have been consolidated into a playbook for independent retailers, Winning in the Belonging Economy, which explores the results in more detail and maps out clear actions that independent retailers can take to capitalise on these opportunities. The playbook also includes case studies on prominent AIS Members, such as Arighi Bianchi in Macclesfield, which are already using these strategies to their advantage.
Sue concludes: “Perhaps the greatest finding from our research is that the independents are positioned to win without changing who they are. The qualities that consumers are now looking for – uniqueness, experience, and quality service – are exactly what independents do best. It’s about really signposting this to consumers to create customers for life.”
