How small businesses can encourage customers to shop local

Many consumers want to shop local and support independent businesses in their area, but a lack of convenience, poor service and limited visibility when being searched for online can prevent that happening. 

To help encourage people to shop local, this guide outlines tips for how small businesses can maximise their advantages over the big guys.  

Sort out your SEO 

Although you want people to visit you in person, you need to make sure you can be easily found online because that’s where customers will likely first look when researching where to shop locally. 

Actions to take include: 

• Claim your Google Business Profile to promote your high street or service business. Keep it up-to-date with opening hours, photos, special offers etc. The profile is linked to Google Maps as well as the search engine, so make sure it always has your latest details. 
• Search engine optimisation (SEO) is the practice of improving your website’s visibility in online search results. Focus on keywords related to your local area in your website SEO and blog content. You can also use them in social media posts.  
• Build authority in your niche with consistent, quality content to be picked up by ‘AI crawlers’. 
• Find Facebook and WhatsApp groups focused on your local area where you can engage with potential local customers. You can also use websites like Nextdoor to connect with people in your neighbourhood.  

Use social media 

Embrace social media to encourage people to visit your premises. Be the face of your brand, tell your story, show your team, explain how you engage with the local community and post behind-the-scenes content.  

TikTok and Instagram lives have become an internet phenomenon. Many small businesses attract thousands of views when broadcasting live on the app from their business premises.  

An example is Spudman, real name Ben Newman, who has had millions of people watching his live streamed videos of him and his staff serving jacket potatoes. As a result, the business attracts huge queues whenever it visits an area.  

You can use the technology to directly sell products, show yourself serving customers and packing stock. People love seeing behind the scenes and it can encourage people to visit your business. 

You can also use social media to champion other local entrepreneurs and build a community of businesses that people want to support (and who may reciprocate your support).  

Create brilliant in- person experiences 

Deliver memorable experiences that make shopping a pleasure and encourage customers to return. Actions include: 

• Host events such as workshops, live music performances, charity events, book clubs and pop-ups with other businesses. 
• Provide services that are tricky to replicate online such as gift wrapping, custom fittings, try-before-you-buy areas and free food or drinks while people shop.  
• Offer your space for use by local community groups.  

Reward loyalty and encourage repeat purchases 

Create loyalty schemes to encourage more purchases, reward repeat customers and build a community around your business. Actions you can take include: 

• Create a loyalty card or app that allows customers to collect stamps and get a free product. For example, buy nine coffees, get the 10th free. 
• Work with other local businesses to promote each other. You could both offer 10% off if a customer shows a receipt for the other business. Another common collaboration is restaurants offering pre-theatre meals that the theatre promotes to their customers
• Link customer loyalty to community events such as giving a discount if customers wear the local football team’s shirt on the day they are playing a match. 
• Provide extra services, such as free gift wrapping, to regular customers or those that spend over a certain amount.  
• Have a subscription scheme that gives customers access to discounts or other benefits.  
• Allow customers to round-up the amount they spend with you to the nearest pound which you then give to a local charity.  

Remove buying friction  

People are attracted to online shopping or big high street businesses because of the convenience. Attract people to want to buy from your small business by making it easy for them. 

Actions you can take include: 

• Provide a click- and- collect service that allows customers to buy on your website and pick up in your premises.
• Offer flexible return policies so customers can bring back a product if it doesn’t work out. 
• Use inventory management technology that allows customers to check on your website if the product they want is in stock. This means they won’t get frustrated if they turn up and you don’t have it.  
• Join a delivery service such as Shocal 

Be personal  

Get to know your customers and provide a personalised service. You could: 

• Keep a record of specific customers’ preferences for certain products and let them know when new ones are in stock. 
• Put a handwritten thankyou note in a customer’s bag when they make a purchase.    
• Don’t go overboard, but if customers are particularly friendly and tell you details about their lives such as their names or their family activities, remember and reference them when they next visit.  

Have an engaging shopfront 

Make your storefront stand out to encourage customers to walk in off the street. 

Things you can do include using bright colours, having clear signage and displaying chalkboards with useful information or a humorous joke.  

Other actions like having a dog water bowl outside will signal that your business is a welcoming part of the local community.  

Need support for your local business?  

If you are launching or running a high street business in the UK, get the advice you need. Contact our team at TaxAssist Accountants today or call 029 2116 7950. 

Last updated: 2nd July 2026