Shop small – and make a big difference

Emily Cronin reveals our new campaign designed to give local businesses a boost

Shopping: so much more than just an effective lockdown coping mechanism. It’s also a way to support our neighbours and independent small businesses around the UK. And that support is more vital now than ever. While large online retailers’ share prices surged during the first lockdown this spring, small businesses have faced repeated closures, delivery disruption and consumer uncertainty, all of which has amounted to the most challenging trading conditions in living memory. But they’re also finding a groundswell of support from people with newfound appreciation for their communities. According to a Yougov survey over the summer, 63 per cent of Brits said that, as a result of the crisis, they were making a concentrated effort to support local businesses and buy locally made products. And why not? Every spending decision is a statement of priorities. Shopping from a small business means investing in a real person or group of people; people who may not be able to resist dancing a little jig when they make a sale. “You see every order that comes in, and they really do make a difference,” says Bethany Rowntree of Studio B online fashion boutique.

So The Daily Telegraph is today launching Buy British, Buy Local, a campaign dedicated to shining a spotlight on lesser-known brands and makers. With another lockdown under way, there may be fewer places to go, but there’s almost no limit to the places and products you can discover online. Here’s our edit of some of the best independent British brands to shop now, complete with nominations from tastemakers. Christmas lists at the ready…