How Will Latest Lockdown Force Independent Retailers To Adapt?

Many independent retailers were looking forward to bumper Christmas sales to make up for the shortfall left by shop closures earlier in the year. The news that all non-essential retail will have to close for the entire month of November has come as a blow to many.

“I was really hoping we would be allowed to stay open even if hospitality closed. I absolutely understand the reasons for another lockdown but it has come at our busiest time of year” said Jo Johnson, founder of FormSE15, a clothing and lifestyle store in Peckham, London.

With a second national lockdown being announced in England from Thursday 5th November, how will independent retailers adapt and survive during their peak selling period?

Difficult timing

Traditionally, December has been the biggest month in the retail calendar. But with the recent adoption of the US tradition of Black Friday, November has become the biggest sales month for many retailers. This makes the timing of the second lockdown even more difficult.

Andrew Goodacre, CEO of the British Independent Retailers Association (BIRA) said: “This second lockdown could not be at a worse time for independent retailers as we approach the crucial festive period. ”

Robyn Rockingham, founder of Wild Horses, a vintage lifestyle store in Forest Hill, South East London, adds – “In addition to the loss of sales, there is also sadness that there may be no Christmas as we know it in the shop.”

A Digital Lifeline

With the fourth quarter of 2020 already set to be the biggest yet for eCommerce, there is no doubt that this year’s Christmas shopping will be shifting online. While this could be considered a threat to the bricks and mortar stores, many shop owners are turning to digital methods, particularly social media to stay in touch with their customers.

“Last time I held flash sales on Instagram Stories. It was very successful and something that people really enjoyed” explains Rockingham.

Johnson is also looking to ecommerce to boost sales. “Luckily, we had our online store from our conception two and a half years ago, so we made sure we had as many products as possible online to represent our bricks and mortar shop.”

“We heavily promoted through social media and emails that we were doing local doorstep deliveries… We also offered regular flash discounts every couple of weeks and I made sure our social media content was upbeat and positive” she adds.

This digital lifeline allowed many independent retailers to stay in close contact with their customers during the previous lockdown, which will be critical in capturing those all important Christmas sales this time round.

Rockingham remains cautiously optimistic about the upcoming weeks – “I’ve benefited from a practice run, I know what worked last time and feel hopeful it will work again, especially given the impending Christmas season. People ‘have’ to shop at this time of year.”

What happens now

As with the previous lockdown, the fate of independent retailers will be linked to their ability to use and embrace their digital presence. Those retailers will have the ability to reach out to their customers through their social media, emails and website – still able to service customers that want to show their support for independent and local businesses.

But nonetheless, many independent retailers will be left in a precarious position by the timing of this lockdown during the peak selling period.

“Small retailers need support through this lockdown” said Goodacre. “We lost 25% of independent retailers after the last lockdown, and without meaningful support the sector will be decimated.”