New research from Spring & Autumn Fair and Faire suggests retailers that collaborate with neighbouring businesses are seeing stronger footfall, customer acquisition and brand awareness – yet fewer than a quarter are making the most of the opportunity.
The organisations’ Voices of Retail 2026 report found that 89 per cent of retailers who collaborate with other businesses have seen a positive commercial impact, including increased footfall, stronger brand awareness and new customer acquisition. Despite this, only 23 per cent currently collaborate with local independents.
Based on a survey of 650 independent retailers and more than 2,000 UK consumers, the findings suggest collaboration remains one of the sector’s most underused commercial tools.
Consumers want more than convenience
The report found shoppers are increasingly looking for experiences as well as products. Nearly half (46 per cent) said they actively choose retailers that create a sense of community, while 36 per cent would visit their local high street more often if there were more events and experiences.
Jackson Szabo, portfolio director at Spring & Autumn Fair, said: “Community is becoming one of the biggest competitive advantages independent retailers have. Consumers don’t just want transactions anymore, they want connection, identity and experiences that feel human.
“The retailers succeeding right now are creating reasons for people to spend time with them, not just money. Whether that’s events, collaborations or simply building genuine relationships with regular customers, it creates loyalty that is far more resilient than competing on price.”
Small changes, big impact
According to the report, retailers don’t need large budgets to build stronger communities. Suggested initiatives include hosting regular in-store events, recognising loyal customers, partnering with neighbouring businesses and getting involved in local community projects.
Charlotte Broadbent, UK general manager at Faire, said: “The retailers seeing success are often doing very simple things consistently well. It might be remembering customers by name, hosting a small monthly event, collaborating with another local business, or creating experiences that bring people together.
“Those moments create emotional connection, and emotional connection drives loyalty, advocacy and repeat visits.”
The report also highlights joint events, cross-promotions and shopping trails as practical ways for neighbouring independent retailers to share audiences, increase footfall and strengthen their local high streets.