Every time there's an article about the empty shop units on Union Street, or the efforts to regenerate the city centre, if you look it the comments, there's always someone - usually a man - who'll comment that 'the High Street is dead. I only shop online now, why would I go into town?'
It's a convenient excuse for Governments and local Councils who are supposed to provide a thriving economic centre in our towns and cities, but truly don't know where to begin, having turned a blind eye to the decline for so long.
What can they be expected to do against the mighty internet? They're hoping you'll say NOTHING.
There's no denying online shopping - hastened by Covid lockdowns - has changed the High Street and the way we shop forever, but in-person shopping offers an experience that online shopping just can't match.
I've had many conversations with our customers in our shops and this topic often comes up. There are many reasons they have for enjoying in-person shopping, but here are reasons that come up regularly.
1. The Tactile Experience
The ability to physically experience products before making a purchase. There's something irreplaceable about touching, feeling, and even smelling items. Whether it's the texture of a fabric, the scent of a perfume, or the fit of a jacket, the physical experience can make all the difference in a buying decision.
Ensuring that what they’re buying meets their expectations is a big reason they like shopping instore, too.How many times have you bought something only to find it's smaller/bigger than expected then have to arrange its return.
2. Personal Interaction
When we first opened the Banchory shop, I was surprised that many of customers were of an older demographic than I expected! It dawned on me that, for some of our customers, perhaps a chat over the counter was the only social interaction they would have that day. Social connection is so important in our aging society, so I always try to make time for a chat.
Many of our customers are seeking advice on what to buy; and a personal recommendation and some expert gifting advice can be just what they need when they're stumped for what to get that difficult-to-buy for friend or relative.
3. The Charm of Curation
One of the pleasures of High Street shopping is discovering a curated selection of items chosen by the store. Unlike the overwhelming and impersonal algorithm-generated recommendations online, the products in a store have been thoughtfully selected to appeal to our customers.
Really, who enjoys scrolling through 3,000 different options for one product? That's assuming you know exactly what you're looking for in the first place, of course.
The act of browsing through independent shops is a pleasure in itself. Each shop becomes a unique environment with its own character and vibe, offering an experience that feels personal and distinct. The joy of finding something unexpected or the perfect gift for your best friend in a beautifully arranged store display is one of the intangible parts of in-person shopping that many of us love.
4. Supporting Local Communities
Shopping on the High Street in independent stores iis not just a transactional activity but a way to support local businesses and contribute to the vitality of their communities.
These small, independently-owned shops rely on customer footfall to survive and thrive. By shopping in person, people feel a direct impact in their local economies, fostering a sense of community.
When was the last time you asked an Amazon Seller to donate to your fundraising raffle?
*****
The narrative that online shopping has killed the High Street is overly simplistic.
The truth is, the two can coexist and even complement each other. With the correct support from Government and local Councils - let's start with Business Rates! - to make setting up shop - literally - in our town and city centres and appeal business proposition.
Far from dead, the High Street is evolving. It remains a beloved part of our communities, and a leisure activity enjoyed by many.
Whilst there will always be a need for the convenience of online shopping for certain items, many still want the physical experience and personal interaction that only in-store shopping can offer.
Online shopping may have changed the landscape of retail, but it certainly hasn't made the High Street obsolete. Instead, it's driving innovation and a renewed appreciation for the tangible, curated, and personal touches that only a physical store can provide.