Independent brands are a major driver of engagement and are crucial for reinvigorating high street retail , according to research from data specialists, CACI.

Consumer analysis from its Voice of the Nation survey shows nearly a third (29%) of shoppers say that more independent stores would encourage them to visit their local High Street more often.

The desire for more independent brands resonates more strongly with less frequent visitors. Among those who visit their High Street every two to three weeks, 35% say a greater independent presence would encourage them to return more often, suggesting that bolstering independent retail is pivotal in turning occasional visitors into more regular shoppers and unlocking untapped value for the High Street.

The appetite for independent brands differs across the UK, with Wales topping the list at 34%, while the East of England (24%) and East Midlands (21%) show lower interest.

CACI’s segmentation adds further nuance, with “Thriving Neighbourhoods” showing the strongest enthusiasm for independent retail (31%), with a high prevalence in Bristol, Norwich and Milton Keynes. “Established Affluence” populations show less interest (26%) in areas including Cambridge, Reading and York.

Generational differences reinforce this pattern, with Gen X and Baby Boomers both scoring 31%, while Millennials trail behind at 24%, indicating a generational divide in retail expectations and motivations.

Those who started Christmas shopping in August are almost twice as likely (38%) to be encouraged to visit a location due to more independent brands than those who wait until mid-December or later (21%). This underscores how early, high-spending festive shoppers are also the group motivated by a richer independent offer, giving destinations an opportunity to capture more seasonal spend by prioritising independent retail.

Alex McCulloch, Director at CACI, commented: “A strong independent mix is not just culturally valued; it is commercially powerful. Following Small Business Saturday shining a spotlight on local enterprise, CACI’s findings provide a timely roadmap for destinations looking to strengthen customer engagement, increase footfall and enhance performance throughout the festive season and into the new year.”