It’s a misconception that younger generations exclusively favor online giants and big box stores. They increasingly prefer local retailers, creating a significant opportunity for marketers helping small business owners.
The 2024 American Express Shop Small Impact Study reveals 90% of young US consumers discover small businesses by wandering their neighborhoods, even surpassing social media.
A Faire survey found nearly 85% of Gen Z and 83% of Millennials shop on their local Main Street at least a few times a month. In fact, 100% of Gen Z and 96% of Millennials would act to help local businesses, with about 70% of each willing to shop locally more often. This shift is driven by several key factors:
🛍️ 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻: 65% of Gen Z shop local to feel more connected, and 77% of Millennials support the local economy.
🛍️ 𝗨𝗻𝗶𝗾𝘂𝗲 𝗣𝗿𝗼𝗱𝘂𝗰𝘁𝘀 & 𝗖𝘂𝗿𝗮𝘁𝗶𝗼𝗻: Both generations seek unique products and curated selections unavailable in big box stores.
🛍️ 𝗕𝗲𝘁𝘁𝗲𝗿 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗦𝗲𝗿𝘃𝗶𝗰𝗲 & 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Local businesses offer a more personal touch. 53% of Gen Z enjoy better customer service, and 29% of Millennials prioritize personalized service.
🛍️ 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 & 𝗩𝗮𝗹𝘂𝗲𝘀 𝗔𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁: They are discerning consumers. 57% of Gen Z seek better quality, and both generations prioritize authenticity, transparency, and social responsibility, supporting businesses aligning with their values.
For companies offering products and services that empower small businesses, this presents a valuable customer acquisition opportunity. If your company provides solutions for:
✔️ 𝗘𝗻𝗵𝗮𝗻𝗰𝗶𝗻𝗴 𝗶𝗻–𝘀𝘁𝗼𝗿𝗲 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀: Interactive displays, seamless payments, or unique event hosting.
✔️ 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝘀𝘁𝗿𝗼𝗻𝗴 𝗼𝗻𝗹𝗶𝗻𝗲 𝗽𝗿𝗲𝘀𝗲𝗻𝗰𝗲𝘀: 80% of Gen Z and Millennials research small businesses online before shopping (GoDaddy), making credible websites and active social media crucial.
✔️ 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗹𝗼𝘆𝗮𝗹𝘁𝘆 𝗽𝗿𝗼𝗴𝗿𝗮𝗺𝘀: Cater to customer desire for connection and unique offers.
✔️ 𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲 𝗮𝗻𝗱 𝗲𝘁𝗵𝗶𝗰𝗮𝗹 𝘀𝗼𝘂𝗿𝗰𝗶𝗻𝗴 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝘀: Help small businesses highlight responsible practices.
✔️ 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀: Facilitate local partnerships and events that resonate with younger demographics.
Now is the time to actively market to small businesses. Tap into this loyal and growing customer base, and help foster the future of local commerce. Contact Crosslists Data to explore ways to directly reach new and existing small businesses!
