• NFU Mutual research reveals 70% plan to support local, independent retailers this Christmas*
• Although 38% plan to spend less amid the cost-of-living crisis, shoppers still want to support local businesses and producers*
• Just over 40% of shoppers value the freshness and quality of farm shop produce**

Festive shoppers are still planning to ‘give the gift of local’ this Christmas to support British farmers and independent businesses, new research from leading rural insurer NFU Mutual reveals.

While 38% of people surveyed said they planned to spend less this Christmas, seven in ten said they will still shop with independent retailers this year.

As well as visiting farm shops, butchers and bakeries, a recent NFU Mutual poll found a quarter of respondents said they would dine at local eateries this Christmas to support local businesses while 15% would attend festive events.**   

When it comes to ingredients for Christmas dinner, 60% of people surveyed said they would like to buy meat from a local producer or farm shop, while 20% sought fresh local vegetables and 14% are looking for artisan cheeses.**

Fresh, quality produce was the main reason why people chose to visit farm shops, followed by support for British farmers, boosting the local economy and shopping experience.

Hannah Binns, NFU Mutual Rural Affairs Specialist, said: “As the cost-of-living impact is being felt by so many, it is understandable that people are planning to spend the same or less than last Christmas. 

“With this in mind, it is heart-warming to see there is still appetite among shoppers to seek out something special this year from farm shops and other local businesses.

“The past year has been difficult for many farmers and rising inflation, extreme weather events and disease outbreaks have posed additional challenges and pressures on those businesses.

“Yet farmers and growers have continued to produce high quality and nutritious food for everyone to enjoy as well as cared for our environment and contributed to local economies.

“One way we can support their hard work and efforts is by giving the gift of local this Christmas.”

Rupert Evans, Chairman of the Farm Retail Association, said: “We find consumers are really supportive and loyal when it comes to shopping at their local farm retailer and these results reflect just that.

“Speaking to other members we are generally finding that footfall is up against last year but as you’d imagine, customers are watching their money and spending a little less. On balance takings are around the same as last year (a Covid year) which we are really pleased with.

“Customer orders for turkeys and other Christmas food and drink is up which shows that customers like to shop locally at Christmas and trust their local farm shop.

“With so much uncertainty, shoppers are preferring to order from their local farm retailer and we’re also seeing customers more interested in events such as Wreath Making and Christmas Fairs as more and more people feel safe coming out after Covid.”

Case study

One producer, Will and Kate Martin of Treway Farm Turkeys near St Austell, Cornwall, are celebrating an increase in sales of their premium bronze turkeys this Christmas. 

It’s reward for all the hard work the couple have put in since 2015, when they diversified into producing the birds, along with geese, at the farm near St Austell.

Since 2007, when they took over the running of Treway, Will and Kate have already enjoyed success with their 300 strong Shorthorn herd. The cattle are produced for their meat, which is sold at the couple’s weekly ‘pop up’ farm shop, as well as across the country, via courier home delivery service.

Currently, they are the first and only producers in Cornwall to be accredited with ‘Golden Turkey Standard’, a scheme which guarantees the highest welfare standards for the birds they sell.

The couple have also been able to give local employment a boost by recruiting the additional, temporary labour they need at this time of the year.

Will says that despite the pressures on household budgets at the moment, feedback from customers wanting to support local businesses has been positive.

Will explained: “We sold out of all our turkeys and geese by the end of November and we really appreciate the support of customers who look to buy local.

“We know how important it is to think local, which is why we employ local people and support other local businesses, selling their products, as well as our own at our ‘pop up’ shop.”

It is perhaps the quality assurance the Martins are able to offer that has helped them achieve a 20% increase in sales of both turkeys and geese, compared to last Christmas, despite having to raise the individual price of their birds.

“Our feed bills and petrol costs have doubled and then you add in labour and packaging, which has all gone up too, you do have to pass some of that cost on,” said Will.

“People understand costs have gone up and it is the one time of the year they will pay a bit more, but I think they also value the whole ‘buy local’ ethos too, particularly at Christmas.”