Survey: Consumers Looking Toward Local Merchants For Gifts

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Consumers out shopping this holiday season may be more likely to find the gifts they need at local stores, according to a new survey from Vericast.

The online survey of 1,000 consumers revealed that 60% prefer to shop at local neighborhood stores, with 71% saying it is important to support local merchants and restaurants. 

“As the world began to open again, people were anxious to get back into their local stores and use online shopping to supplement certain items,” said Sarah O’Grady, vice president of Brand Marketing at Vericast. “With the holiday season upon us, consumers want to make up for lost time after such a disruptive 2020. Retailers can capitalize on this by offering deals and discounts ­— online and in-store — that make holiday shopping more affordable and meet consumers where they are.”


The mix of a desire to gather this holiday season and economic strains caused by COVID-19 makes receiving a deal essential. From gift buying to party planning and eating out while shopping, the presence of a compelling offer may make the difference in whether consumers host a gathering, how much they spend, and which brands, products and stores they choose.

While the holidays are always a stressful time, the survey found that 59% feel optimistic about the upcoming 2021 holiday season. The survey also found that saving money on holiday purchases is a priority — especially as 30% of those who expect they will be spending more than last year are planning to buy more gifts to make up for the 2020 holiday season. 

Some key findings:

  • 53% of consumers agree they need better solutions to save more money on shopping
  • 59% wished there were more coupons available during the 2020 holiday season; this sentiment is even higher among millennials (68%) and parents (68%)
  • 49% agree they would shop online more if they could use more coupons
  • The categories people are most interested in receiving a discount, coupon or offer for this season include grocery (61%), restaurant (45%) and apparel (40%)