Survey: Consumers value shopping local

Overall, 80% of survey respondents say inflation is making it more difficult to shop locally.

American consumers feel strongly about supporting their local businesses, even if they are not able to as often as they would like.

New data from LendingTree shows that 90% of Americans believe shopping locally positively impacts their community, and 65% wish they could shop locally more than they do. Ninety-two percent shop local at least monthly, while 57% say they shop local weekly, 20% monthly and 15% daily. 

When asked what’s holding them back, 57% said cost, 42% said convenience and 39% said product selection. Overall, 80% of respondents say inflation is making it more difficult to shop locally, and three-quarters (75%) wish they could afford to patronize their local businesses more than they do. When asked about the most important factors when shopping, 81% answered price, followed by convenience at 67%.

​​Despite increased cost, half of those surveyed are willing to spend more to shop locally. When local shoppers were asked what businesses they most commonly utilize, 78% said grocers or farmers markets, 60% said restaurants or cafes and nearly half (48%) said clothing stores. Overall, 70% say they try to source food locally.

When consumers aren’t able to shop locally, many feel guilty. Nearly three-quarters (71%) of Americans utilize Amazon or online-only retailers monthly. However, 31% feel guilty when they shop at these retailers, led by 45% of Gen Zers.