Federation of Small Businesses urges people to support local this January
The period after Christmas can be especially challenging for small businesses
Small businesses across Thames Valley are bracing for a tough start to the year, and the Federation of Small Businesses (FSB) is encouraging people to shop locally this January.
James Anderson, regional business and stakeholder manager for Thames Valley, explained that January can be challenging for companies - especially those in hospitality and retail - due to changing consumer behaviours.
“There are two things in January,” James said. “Most people use January to sort of hibernate and recoup rather than go out and spend more, and then the second thing for hospitality is less social engagements and lots of people doing Dry January.”
He explained that showing small businesses support is crucial during quieter months.
“If you’re doing social things in January, try and use small businesses or independents when planning those occasions,” James said.
He also highlighted how financial uncertainty following last year’s budget announcements may further impact small businesses at the start of 2026.
“Now we know what was in the budget, people can make their choices on whether to spend money or not, but it’s certainly been an uncertain time for small businesses. You hope this doesn’t have a knock-on effect going forward,” he said.
With shops and services increasingly losing customers to big online retailers, he highlighted the importance of supporting smaller independent businesses and in turn, the local community.
“If you want a thriving local community, you have to support it by buying things locally, by shopping locally,” James said.
He added that this support also bolsters the human connections within the community.
“It’s more than just transactional. You know the people there, you have a chat with the business owner.
“Those kinds of relationships are what make people still want to go out and support local businesses during tough times like January.”
James also pointed out the potential consequences of failing to support local businesses during challenging times.
“If we don’t spend on our high streets, our high streets will go. Without them, we’ll have fewer places to gather, meet, and interact. We don’t want to become a nation of retail parks with no soul to it,” he said.
He emphasised that consumers have a responsibility in supporting the survival of smaller businesses.
“Big online retailers are very convenient and affordable. But as consumers, it’s up to us to make choices wisely - not just always going for what’s convenient but going for what’s best for the community as a whole," James said.
While James acknowledged consumer behaviour can be unpredictable during quieter months, he said that businesses must try to adapt.
He suggested efforts like engaging with marketing on social media, creating exciting deals, or offering unique or niche products that can stand out from larger retailers.