BIRA advises a focus on locally made goods. Credit: Lana Iva via Shutterstock.

After expressing disappointment in subdued footfall over the 2023 Christmas period, the British Independent Retailers Association (BIRA) has painted a more positive picture for Valentine’s Day on 14 February 2024.

For Valentine’s Day 2023, participation and shopper penetration saw a decline as consumers deprioritised gifting to pay off loans and buy-now-pay-later purchases from Christmas.

Go deeper with GlobalData

Premium Insights

The gold standard of business intelligence.

Find out more

According to BIRA, British consumers are increasingly turning to independent retailers for unique and meaningful gifts, and 72% of shoppers prefer to buy Valentine’s gifts from local businesses. The factors behind this are personalised service, unique products and supporting the community.

BIRA advises that independent retailers focus on curating a selection of unique gifts to cater to diverse tastes and budgets. Product examples include locally crafted chocolates, jewellery or homeware.

GlobalData’s retail industry intelligence corroborates that consumers intend to focus on purchasing food gifts this year.

See Also:

Marketing also remains important, with BIRA spotlighting the power of social media. Strategies can include sharing product photos, offering special Valentine’s promotions, and running contests or giveaways featuring local products.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Independent retailers are also guided to highlight their local connections, such as collaborating with other independent businesses on joint Valentine’s offerings, or highlighting locally sourced items.

According to BIRA, this approach strengthens an independent retailer’s ties to the local area, fosters a sense of community and encourages repeat business.

BIRA’s #LoveYourHighStreet campaign provides retailers with free resources including posters, social media graphics, and marketing materials.