Public urged to help keep independent stores in Wiltshire afloat
Busiess experts say the festive season is critical for smaller businesses and local communities
Business experts in Wiltshire are encouraging us to help the county's independent stores thrive by shopping with them amid the January sales.
The lead up to Christmas, known as the "Golden Quarter" is followed by a leaner period, which can put popular and much loved shops at risk of closure.
Nicky Kildunne, regional business and stakeholder manager for the Federation of Small Businesses, said the period can account for about 30% of their annual sales.
“This season can be the difference between a business surviving into the New Year or facing closure by the summer," she said.
Importance of small businesses to local economies
Small businesses play a crucial role in their communities. Nicky explained that for every pound spent with an independent local business, about 63p goes back into the local economy through wages, supply chains, and local services.
This figure is far higher than for purchases made from large national retailers, highlighting how supporting smaller businesses can strengthen the economy and benefit local families.
In locations like Salisbury, Malmesbury, Marlborough, and Devizes, many of these businesses are operated and staffed by people connected to the community.
Challenges facing small businesses
High Street companies are facing mounting challenges. From the long-term effects of an increase in online shopping to surviving major disruptions such as the Novichok attack in Salisbury and the COVID pandemic.
It means small businesses have had to continuously adapt to remain open.
Nicky highlighted recent changes to business rate support in the Government’s budget as another difficulty.
The discount provided to retail, hospitality, and leisure businesses is being reduced from 40% to 12%, alongside rising wage costs, National Insurance contributions, and the growing cost of living.
Looking ahead to 2026, Nicky sees continued struggles for small businesses due to these obstacles.
However, she remains positive about their ability to adapt and innovate, saying: “Small businesses are very resilient; they are constantly looking at ways to innovate and do things differently.”
Backing small businesses
Nicky tells us that shopping with independent stores can make an enormous difference, not just to individual stores.
“Shopping local helps inject money back into the economy, keeps services alive and sustains families and employees," she said.
“Small businesses are the backbone of our economy, offering an incredible shopping experience with higher levels of customer service and unique products.
“Wiltshire boasts amazing market towns like Salisbury, Devizes, Marlborough and Malmesbury, all with fantastic town centres. I’d encourage everyone to visit and enjoy what they have to offer.”