Shopping locally has become increasingly important in the post pandemic period for the vast majority of Irish consumers, with almost 50 per cent saying they would be happy to spend more in their home towns if it meant supporting local businesses, according to a new piece of research.
The second Penneys Pulse of the Nation report, based on an Amárach Research survey of 1,200 people, also suggests people are returning to towns and shopping centres in significant numbers, with the mass migration towards online shopping platforms slowing after a surge in popularity during Covid-related lockdowns.
In-store shopping was said to be a more enjoyable experience for 61 per cent of Irish consumers, with 55 per cent of people citing the hassle and high cost of returning items bought online with delivery delays. Sustainability issues also highlighted as barriers to more online shopping
The research suggests that 79 per cent of people prefer to shop in their local town, with 86 per cent believing busy town centres are “vital for the health of the local economy”.
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Trends like hybrid working have boosted local economies, with 43 per cent of shoppers spending more in their community than prior to the pandemic and 42 per cent saying they were prepared to pay higher prices to support local businesses
However, the research reflects challenges being experience in many towns, with people citing concerns around derelict buildings, businesses closing down and antisocial behaviour.
There is a strong desire for these issues to be addressed, with the top five improvements people would like to see in their area being more public amenities such as benches, playgrounds, cafés and restaurants, shops and better cycling infrastructure.
The Minister of State for Housing and Heritage Kieran O’Donnell TD said the research offered “valuable insights into how government and business can work together to deliver a vibrant high street”, adding that the National Town Centre First Office and local authorities would “work with local businesses to ensure our towns have the tools, resources and investment they need to tackle major issues such as dereliction and vacant properties highlighted in this research”.
He promised such an approach would “reinvigorate retail and promote urban living, support the local economy through the creation of liveable and vibrant urban spaces”.
Amárach chairman Gerard O’Neill said the index offered “a fascinating insight into where and why consumers spend their money, the future vibrancy of our town centres, and the opportunities presented by the digital economy”.
He said that a narrative had emerged that the future of retail was online “but we have seen over the last 18 months that this is much more complex, with trends reverting to something similar to pre-2020”.
The head of Penneys, Damien O’Neill, said retail played a “key role in building vibrant and thriving communities as key retailers attract shoppers and drives footfall, which creates a positive uplift for surrounding businesses, supports employment and helps breathe life into towns and villages across Ireland”.
