Virgin StartUp research shows the UK has "shopped small" this Christmas

The British public are re-discovering a sense of community, according to new data, as another Covid Christmas looms.

Bdaily takes a look at Virgin StartUp’s research into consumer behavior during this festive, if pandemic marred, season for our 12 days of Christmas coverage.

The data, released today, shows that nearly 40 million people in the UK have shopped ‘small’ this festive season.

Virgin StartUp exists to help founders start and scale early-stage businesses in the UK, by providing business advice, mentorship and access to funding. The not-for-profit is encouraging all shoppers to ‘think small’ this Christmas, by seeking out independent businesses to support and help them grow.

So far, the british public has spent 24 per cent of their Christmas budget – £5.8 billion in total – on festive gifts and food from startups and small businesses. One in ten people say the majority of their Christmas list has come from small shops and sellers this year.

Well over a third of the public bought Christmas cards from a small business, just over three in ten of us wrapping paper and a similar number, chocolates. More than one in four of us got our turkeys from a small supplier this year and one in five of us our tree.

The top reason people have shopped small this year is a desire to give back to the local community (38 per cent). Nearly one in two (49 per cent) British shoppers feel responsible for the success of small businesses around Christmas time.

“Shoppers also feel small and local businesses offer more originality, choice and variety (32 per cent) and they want to help keep their high streets alive (32 per cent).”

London and Northern Ireland are the regions who spend biggest on start-ups, splashing out on just under 30 per cent of their Christmas budget with small shops and businesses.

Millennials are the biggest supporters of shopping small with those aged 25-34 spending an average of 30 per cent of their cash on independent businesses or sellers.

Andy Fishburn, managing director, Virgin StartUp, said: “Its great to see that many of us are already choosing to support independent businesses this Christmas, but there’s still time to spread some much-needed festive cheer amongst the start-up community who are working hard to create unique gifts…that make Christmas special for all of us.

“Their workshops are often hidden away in sheds, kitchens and garages and don’t always get the recognition they deserve. So, we’re shining a light, quite literally, on start-ups like Sipful to say thank you and to encourage would-be founders to make 2022 the year their own startup ambitions come true.”